Brand | NOKIA |
Product/Service | NOKIA |
Entrant | JWT Dubai, UNITED ARAB EMIRATES |
Category | CORPORATE INFORMATION |
Entrant Company
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JWT Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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JWT Dubai, UNITED ARAB EMIRATES
|
Media Agency
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JWT Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
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.
Creative Execution
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.
Insights, Strategy and the Idea
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.
Credits
Jwt Dubai |
Jwt Dubai |
Creative |