2014 Winners & Shortlists

ANNA, I'M COMING HOME

Short List
BrandNOKIA
Product/ServiceNOKIA
EntrantJWT DUBAI, UNITED ARAB EMIRATES
CategoryIntegrated Media Campaign
Entrant Company JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency JWT DUBAI, UNITED ARAB EMIRATES
Media Agency CARAT Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

In just one week, we received 600 entries (stories) from participants. Three finalists had their stories serialized as teks cards and given away across the country. 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.

Creative Execution

We created our own teks cards - 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 period and will be flown to the Philippines in March, their journey to be captured on camera and televised on Filipino satellite channel ABS-CBN.

Insights, Strategy and the Idea

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. Teks cards were a popular story telling medium that our audience grew up with in The Philippines. We created our own, featuring a story that invited our audience to submit their own tale of homesickness to Nokia. This became our unique flyer - perforated cardboard that can be torn into tiny teks cards. A giveaway that our audience excitedly collected for their nostalgic value.

Credits

Name Company Role
Jwt Dubai Jwt Dubai
Carat Carat Dubai