Gold - Mobile Category, 2014 MENA Effies 
Bronze -  Mobile Category, 2013 Dubai Lynx Awards

 

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.

 

It began by understanding that most Filipinos see their overseas duty not as an adventure but as a sad tale of separation from their families. Knowing this, Nokia used a storytelling medium popular in the Philippines - teks cards - to urge them to join a Nokia contest for a chance to fly home for a family reunion, giving their story the happy ending it deserves. 

 

In just one week, 600 participants took the time to write their story to Nokia. 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 homecoming was televised as episodes on The Filipino Channel, witnessed by over 8 million viewers worldwide.