My First Nokia African Roadshow

Nokia’s strategy to infiltrate the African market – with consumers choosing their first cell phone to be a Nokia – came alive when YDx partnered Nokia to conceptualise and orchestrate a massive roadshow across 14 Sub-Saharan African countries.


YDx was well positioned to make this roadshow successful due to our in-depth awareness of the different ethnicities, languages and levels of education in Africa as well as our focus on keeping the Nokia brand consistent despite the differences.

The campaign encompassed town storming, distribution of collateral, entertainment at the activation sites as well as industrial theatre, competitions and prizes.

The 2008 roadshow reached more than 80,000 people, over 5,200 handsets were sold as a result and the campaign was rolled out in 2009 and 2010.


February 17, 2016