2013 Winners & Shortlists

The Brief

Nokia had plans for countering BB and growing their share in the mid-range mobile phones in the 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 media tools featured in their devices.

Describe how the promotion developed from concept to implementation

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 Onground with the target; then uploading the videos on Nokia’s FB page

Describe the success of the promotion with both client and consumer including some quantifiable results

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%

Explain why the method of promotion was most relevant to the product or service

Given that the target is highly sociable and either hanging out with their friends or connected through social networks. We invited them to go online and challenge Asha Man directly on Nokia's Facebook page in order to have their challenge executed by Asha Man on-ground