The Challenge
The MENA region has one of the highestmobile penetration rates in the world at 200% and climbing. That’s an average of two mobilesper person. Needless to say, this was a very aggressive market with mobilecompanies trying hard for customer attention. It was into this highlycompetitive arena that Nokia was launching its new phone, the Nokia N8. Its target audience was young,early adopters of new and emerging technologies, especially mobiles.
 
The Creative
We started by identifying the mostimportant feature of the phone: a 12mega pixel camera, making it perfect for our audience, who loved to takepics with their mobiles and post them to Facebook. Another important fact wasthat apart from uploading images, our audience couldn’t do anything to add apersonal touch to their pictures on Facebook. So we gave them our solution: NokiaN8 PikFlik, astate-of-the-art app with photo editing features to change color, skew, rotate,add emoticons, speech bubbles, draw with different brushes and write messages.Users could now manipulate pictures and share with friends.
 
The Relevance
45% of users in the region access the internet using their mobiles,with 34% of themusing it for social networking and a large part of that for posting pics. Andto edit a pic, they have to use an external application or software, then savethe image and upload it to Facebook. The fact that they could now personalizetheir Facebook pics with Nokia N8PikFlik created a niche for the Nokia N8in a region where smart phone usage was escalating.
 
The Results
PikFlik was supported by Search EngineMarketing, YouTube and Facebook ads, feeds and tabs. Within two weeks, we had 6,625users, 24,278 page-views and5,203 Likes. Its viralappeal was proven by 2,335 Wallshares. And the numbers are still growing with an average base of 6,000users every month! What’s more, it reached out to people across the region fromSaudi Arabia to Sudan and went beyond the scope of the socialactivation campaign to countries like Afghanistanand Iran(where Facebook is banned!) And with the app still online, it’s becoming thestandard way to share Facebook pics.

See app in action