2015 Winners & Shortlists

The Campaign

Teks Cards are a popular story-telling medium in the Philippines. Created as an affordable alternative to the cinema, the cards featured storyboard clips of local films. This unique medium became the vehicle for a nationwide contest held in the United Arab Emirates. To reward its loyal customer base, Nokia gave the 700,000 Filipinos in the UAE a chance to fly home for a family reunion. The mechanics was simple: tell your story, have it turned into teks cards. The best stories will earn its narrator a flight home.

Success of the Campaign

Overall Brand TOM Awareness: + 32% Increased Brand Consideration: + 33% Increased Brand Preference: + 44% Sales increased by 20% during activation period And Nokia was lovingly associated by Filipinos in the UAE with the most emotionally impactful communication in the country.

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

First, we created our own teks cards. The narrative invited audiences to submit their stories - about why they left the Philippines and how they yearn to come home - for a chance to be reunited with their family. 100,000 teks card sheets were distributed across the UAE, and as inserts in local Filipino magazines, The cards were animated as a TV commercial aired on The Filipino Channel (TFC). In just one week, over 600 people submitted stories to Nokia, via email and facebook. In a live activation during a concert attended by 20,000 Filipinos, participants narrated their stories in a vocal booth, and an illustrator created personalized teks cards on the spot. Through social media, people voted for the three best stories. The winners were flown home to reunite with their families. Their homecoming was aired on the Filipino Channel witnessed by 8 million viewers around the world.