Nokia Print NOKIA RECYCLE by J. Walter Thompson Mumbai

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
Market India
Agency J. Walter Thompson Mumbai
Director K.m. Ayappa
Executive Creative Director Priti Kapur
Producer Anand Menon
Released December 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: NOKIA INDIA
Product/Service: RECYCLE
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT India)
Executive Creative Director: Priti Kapur (JWT India)
Senior Creative Director: Kishaloy Basu (JWT India)
Creative Director (Copy): Sayantan Choudhury (JWT India)
Creative Director (Art): Kunel Gaur (JWT India)
Agency Producer: Dawa Lama (JWT India)
Account Head: Babita Baruah (JWT India)
Account Suprevisor: Pritika (JWT India)
Planner: Deepa Mhatre (JWT India)
Producer: Anand Menon (Footcandles Film)
Director: Ayappa (Footcandles Film)
DOP: Jason West
Media placement: TV Campaign - 3 Spots - IBN 7 - 30/12/11

Describe the objective of the promotion.
Nokia recycles cellphones and puts back into use the material that is used to make them. Which is then used for manufacturing a wide variety of goods including household appliances. However, the popular though incorrect perception of Nokia's recycling initiative is that it is self-serving Nokia project to reuse old phone parts in new phones. The aim of this campaign was to right this misconception by directing the viewers to a site which detailed out the recycling process and view a video about it. And of course, to encourage people to recycle their phones.

Describe how the promotion developed from concept to implementation.
The creative solution was to do a series of spots that dramatise the effect of using the recycled material from a cellphone to manufacture common household appliances. The spots showed the appliances displaying some of the distinctive characteristics of a cellphone. Not only did the creative solution communicate Nokia's recycling initiative, it also clearly set the context in which the recycled materials were being used.

Explain why the method of promotion was most relevant to the product or service.
There are many strengths of this creative execution. Although simple, the spots are very evocative. They clearly communicate as well as drive interest about Nokia's recycling initiative. Lastly, and perhaps most importantly, it clearly sets the context of what the recycled phones are used for, without being defensive or overt about it. Although this is not strictly a cellphone commercial, the message is being delivered from Nokia. Something that is reflected in the commercial.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The following are the recorded results of the campaign:
Site Visits: 110,855 absolute unique visitors
103,400 page views 124,554%
New Visits 93.13%
60 tonnes of phones and phone accessories were donated for recycling as a result of this campaign