2013 Winners & Shortlists

Results and Effectiveness

As a result, Nokia Egypt’s Facebook page increased by 290,564 fans making it the 2nd largest page in Egypt; (300% subscriber increase); from launch of campaign. We received a total of 6000 challenges (1000 per week) while having 534,467 total views for videos produced (550% video view increase) In addition, growing share in the midrange by 12.34%

Creative Execution

We created a social digital game where socializers channel their dares to “ASHA Man”; who is a mere representation of the target’s own youthful daring spirit. We invited the target through creating a need to do more. We utilized TVC, OOH, and print, to invite our target to “challenging ASHA Man” by logging onto the Nokia Egypt Facebook page and send their challenges directly to him. Hence, the most daring challenges are picked by AM to carry out. Once chosen, we bring these challenges live through shooting them and uploading the videos on Nokia’s FB page for the target to view, like, comment and share. In addition, we produce a weekly 45” TVC copy highlighting the challenges done and encouraging the target to send in more daring challenges.

Insights, Strategy and the Idea

Nokia had plans for countering BB and growing their share in the mid-range mobile phones market. We positioned the Nokia mid range devices as the portfolio that can do almost anything same as the target who is highly resourceful. We encouraged the target to engage in dialogue with Nokia using social tools featured in their devices. . We created a social digital game where socializers channel their dares to “ASHA Man”; who is a mere representation of the target’s own youthful daring spirit. We invited the target through creating a need to do more. Given that the target is highly sociable and connected through social networks. we invited them to go online and challenge Asha Man directly on Nokia's Facebook page.