2008
Nokia Connectors
Nokia
| The thinking behind Nokia Connectors |
They say that the more you know how to do on your phone, the more loyal you are to the brand. So its with that in mind that Nokia UK decided to launch a 6 month brand ambassador programme designed to go out and demonstrate to 1 million British people the true capabilities of Nokia phones. Not only would this allow the brand to reconnect with a youth audience but it would allow also provide Nokia with vital data capture opportunities. But how do you recruit 200 students when youth preference is an ongoing challenge? And in an age where we find ourselves constantly dodging free newspaper distributors and charity muggers, how do you convince people to give these ambassadors 5 minutes of their time (let alone their contact details)? ‘Unleash the magic in your Nokia’ was our solution. A strategy that defined how we recruited students to join the programme and which, in turn, provided them with the tools necessary to engage with a million British consumers in a conversation and capture data in a way that still allows to ‘Connect People’. It started with us spreading the word online and creating some unbranded advertising under the theme ‘Work your magic this summer…’. Those that responded were then required to fill a rather challenging application form and finally, the successful candidates were sent on a 3 day festival extravaganza where they were trained in phones and magic by one of the UK’s coolest street magician’s Dynamo. Within the first 10 days of ‘advertising’ the job, we received 6,000 applications and within the first 10 days of them hitting the streets they’ve already collected 26,000 contacts. Keep an eye out, they’re on the streets working their magic as you read this. |
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Address Axe & Bottle Court, 70 Newcomen Street, London SE1 1YT |
Telephone 0207 407 7800 Fax 0207 681 1573 |
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