2014 Winners & Shortlists

ANNA, I'M COMING HOME

BrandNOKIA
Product/ServiceNOKIA
EntrantJWT DUBAI, UNITED ARAB EMIRATES
Entrant Company JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency JWT DUBAI, UNITED ARAB EMIRATES

The Campaign

There are over 700,000 Filipino workers in the UAE. Many haven’t seen their loved ones in years. Nokia ran a campaign giving them a chance to win a trip back home. And communicated it in a way that tapped into the audience's fondest memories and emotions: using teks cards. Teks cards were a popular story telling medium that our audience grew up with in The Philippines. We created our own featuring an inspirational story that invited our audience to submit their own tale to Nokia - about why they left the Philippines and why they yearn to come home.

Success of the Campaign

40,000 of the 700,000 Filipinos in the UAE received teks cards at key locations. In just 1 week, over 600 Filipinos took the time to write their stories to submit to Nokia. 3 winners are about to be flown home and their journey will be televised as episodes in a tie-up between Nokia and the Filipino Channel TFC.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We recreated teks cards with a story about a man who reluctantly came to Dubai for better opportunities, leaving behind his wife and child. By winning the Nokia contest he is flown back to be re-united with his family for his child’s birthday. It ended by inviting audiences to submit their own tale for a chance to enjoy a similar reunion. These cards were handed out at key locations. At a live event, audiences narrated their stories to be storyboarded on the spot as personalized teks cards. The campaign also included a TV commercial, youtube videos and a radio ad.

Credits

Name Company Role
Jwt Duabi JWT Dubai