With the erosion of its market share due to the influx of competing smartphone brands, Nokia was desirous of building its credentials as a smartphone brand in Nigeria and retain acceptance by Nigerian youths.

We created a through-the-line, youth-centric, engagement campaign with a brand experience centerpiece tagged ‘Don’t Break the Beat’. It was a national rap contest on campuses to launch the brand’s first QWERTY smartphone offerings.

Campaign effort included TV, radio and digital.