Nokia 'I'm Coming Home'

JWT Dubai have created a new campaign for Nokia that is targeted towards Filipinos working in the UAE. The main visual is inspired by “Teks Cards”, a childhood memory that this particular audience can easily relate to. The image is given a pixelated treatment to give the appearance of Ben-Day dots to mimic the traditional tek card printing process.

Using a very targeted strategy, based on the insight that Filipinos working in the UAE don’t get to go home to see their families very often, JWT Dubai have created the ‘I’m coming home’ integrated campaign in partnership with CARAT MENA.

This campaign is part of the long term media deal negotiated by CARAT MENA with The Filipino Channel (TFC).  The campaign gives expats the chance to see the people they love most and not on just any day, on Valentine’s Day. By using ‘Teks Cards’, something all Filipinos will remember from their childhood, it tells an emotive story and informs viewers they could win a trip back home, if they submit their own story via Facebook . It celebrates a day, which in Filipino culture, isn’t just set aside for romantic love.

Credits:

Project: I’m Coming Home

Client: Nokia

Creative Agency: JWT Dubai

Media Agency: Carat MENA

Production House: Zanad