2014 Winners & Shortlists

The Brief

Nokia aimed to strengthen its relationship with its loyal Filipino audience in the UAE. There are over 700 thousand Filipino workers in the country. Many of whom haven’t seen their loved ones in many years. Nokia decided to run a campaign giving them a chance to win the trip of a life-time back home. And communicated it in a way that tapped into the audience's fondest memories and emotions: using teks cards.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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. On it was an inspirational story that invited our audience to submit their story to us - about why they left the Philippines and why they yearn to come home. The best ones were turned into a teks series. Out of these winners, 3 were chosen to be flown home to see their loved ones.

Results

This promotion struck a deep chord with the Filipino community. The teks cards were handed to 40,000 Filipinos. Over 600 participants submitted their stories for the promotion. Three winners were flown home on Valentine's Day and their journey will be televised as episodes in a tie-up between Nokia and the Filipino Channel TFC.