2013 Winners & Shortlists

STUDENT CODE DEVELOPER 2

Short List
BrandNOKIA
Product/ServiceNOKIA
EntrantJWT Dubai, UNITED ARAB EMIRATES
CategoryCORPORATE IMAGE & INFORMATION
Entrant Company JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency JWT Dubai, UNITED ARAB EMIRATES

The Brief

Nokia was trying to attract the best tech graduates. These guys don’t see Nokia as a particularly hip or cool company to work for. The insight was though these students were young, youth culture was not the right way to appeal to them. This was their future and rather than talking about skating and hip-hop we had to be professional and relevant. We also wanted a way to ease our interview process.

Creative Execution

By using computer code as the language of the ad and an entry test, we were pin-point targeting the correct audience with our creative execution. The use of code was also appropriate to the competition, which was all about developing new apps for the Nokia mobile platform.

Describe the creative solution to the brief/objective.

We had an app-developing competition to test for the best programmers. And instead of talking to them about the competition in the hip and cool language of youth we spoke to them in a language that only they understood. That relevant language was computer code. A simple poster in 7 Universities that informed students, who could understand it, to type in the code. This led to a Facebook page where all the competition entry requirements were stated.

Results

The expected target was 100 applications. We estimated there about 350 tech students in the Universities targeted. We had over 500 applicants (512 ) in the first week alone after news of the competition spread to colleges we hadn’t even targeted.

Credits

Name Company Role
Jwt Dubai Jwt Dubai Creative