Nokia Navigator For Youth Campaign

Nokia wanted to expand the use of its navigation device to the youth segment.

Nokia1   Nokia2

Using our key insights into the youth market, YDx implemented an integrated campaign that would allow the youth to interact with the Nokia brand and the Nokia Navigator device through one-on-one interactions as well as social and digital media.

To create this holistic experience across South Africa, Kenya and Nigeria, YDx developed a mobile game, engaged brand ambassadors, designed splash advertising and used social media as well as personal activations.

The mobile game was a treasure hunt. Clues from friends led the individual around town on a mission. Each game included red herrings, obstacles and generally an adventure to get people to an end goal. It was perfectly tied into the USP for the Nokia Navigator phone – sharing, walking and GPS navigation.

The campaign surpassed its objectives and Nokia’s expectations. YDx was awarded a Best Practice Award by Nokia Global for this campaign and it was rolled out globally into other regions.


February 17, 2016