Nokia

Nokia was looking to create some buzz for the launch of the new and very upscale 8801 and CanWest delivered with the Nokia Calling Contest. Drawing on Nokia's promise of "connecting people", CanWest developed a contest that offered audiences the chance to reunite with someone anywhere in the world. To enter, contestants how do indicate whom they would visit and where if they won and then be prepared to identify the contest sponsor when Global called their number. The Nokia 8801 is no ordinary phone so this was no ordinary prize....the Grand Prize was first-class airfare to the winner's chosen destination! The Nokia Calling Contest promo spot (and microsite) reflected the branding of the 8801 with a cool, subdued call to action - quite a departure from a typical television contest and one that caught the attention of Global viewers. Entry levels for this two-week promotion almost doubled the average for a 4-week contest! Even more exciting for Nokia were the number of entrants who opted in to receive future emails from Nokia - almost 38%!