2014 Winners & Shortlists

ANNA, I'M COMING HOME

Bronze
BrandNOKIA
Product/ServiceNOKIA
EntrantJWT DUBAI, UNITED ARAB EMIRATES
CategoryBest Use or Integration of Offline Media Such as Print, Outdoor etc.
Entrant Company JWT DUBAI, UNITED ARAB EMIRATES
Contributing Company JWT DUBAI, UNITED ARAB EMIRATES

The Campaign

Filipinos in the UAE, much like the rest of the expatriate population, are used to seeing ethnically-neutral communication, especially when it comes from multinational brands that use globally approved imagery. They don’t see mainstream advertising as especially relevant to them. With this campaign, Nokia established a deep connection with its audience by using a very culturally and emotionally relevant insight.

Results

First, we created a story that most Filipinos could relate to. 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 reunited with his family for his child’s birthday. The teks cards urged the audience to submit their own story to Nokia - about why they left home and how much they yearn to be back with their family - for a chance to win a trip back to the Philippines. The story was illustrated by an authentic Fillipino illustrator and printed on the exact type of paper the original cards were made of. These teks cards were distributed in key location across the UAE. Meanwhile, an animated TV commercial featuring the same teks cards was shown on the Filipino satellite channel ABS-CBN. A live activation was held in which participants told their story to an illustrator and had their tale storyboarded on the spot and turned into personal teks cards.

Teks cards were a popular story telling medium that our audience grew up with in The Philippines. We created our own - drawn by an authentic Fillipino illustrator and printed on the exact type of paper as the original cards. It showed a fictional story about a man who flew to Dubai for work, leaving behind his wife and child. But by winning the Nokia contest, he is flown home to join his family for his child’s birthday. The audience was invited to submit their own story to Nokia, so they can be illustrated as teks series. During the live activation, participants' stories were storyboarded on the spot. Three winners were selected during the promo and will be flown to the Philippines in March, their journey to be captured on camera and televised on Filipino channel TFC.

In just one week, we received 600 entries (stories) from participants. Three winners had their stories serialized as teks cards and given away across the UAE. On Valentine's Day, these winners were flown home to the Philippines. Their journey was captured on camera and will be televised on TFC.

Credits

Name Company Role
Jwt Dubai JWT Dubai
Carat Carat MENA