CIVIC JOURNALISM

TitleCIVIC JOURNALISM
BrandNOKIA
Product / ServiceNOKIA RECYCLE CAMPAIGN
CategoryA01. Best Use of Television/Cinema
EntrantMAXUS DELHI INDIA Gurgaon, INDIA
Entrant Company:MAXUS DELHI INDIA Gurgaon, INDIA
Media Agency:MAXUS DELHI INDIA Gurgaon, INDIA

Credits

Credits

Name Company Position
Mausumi Kar Maxus Delhi General Manager
Kingshuk Mitra Maxus Delhi Business Director
Chandana Chakravartti Maxus Delhi Group Head
Kavitaraj Sharma Maxus Delhi Business Director

Results and Effectiveness

Post the TV campaign, there were over 8 million search queries on Google for the keyword “Nokia Recycle”. This conversation kept growing with search volumes increasing by 213%* in four months. The social conversations around Nokia’s recycle concept gains momentum every day** Over 0.5 million old mobile phones and accessories were collected in the first month of the program. This initiative was a thought driver in the corporate world with other large organizations following suit. Celebrities and youth icons lent their voice to endorse Nokia’s effort for free. Source:*Google Analytics ** Social Conversation on Nokia Recycle-Google Analytics

Creative Execution

Civic journalism has shaped thoughts and given direction to life changing movements. One spark creates a blazing fire across all strata of society. One such example was the “Jessica Lall Murder case”. A 24 hour news channel initiated a petition campaign for a fresh trial. A matter of few hours and millions of messages poured in. Students rallied the streets and participated in a candlelight vigil at the capital’s most famous monument, India Gate. For Recycle, the strategy was to drive credence through content embedded in powerful civic journalism. CNBC Network, India’s most credible and authoritative TV NEWS CHANNEL NETWORK became the evangelist for Nokia’s “Recycle” initiative. The execution was a one day road block with all stalwart anchors of CNBC network across all main news bulletins taking the pledge to “Recycle mobile phones” endorsing the movement to save the environment and urging the viewers to do the same.

Insights, Strategy and the Idea

“Recycle of Mobile Phone” campaign is a Nokia initiative aimed at educating mobile phone users about the importance of recycling e-waste thereby reducing the extraction of metals from earth and saving energy. The campaign objective was to create awareness for Recycle and encourage people to dispose their used handsets, regardless of the brand, at any of the recycling bins set up at the Nokia Priority Dealers & Nokia Care Centers spread across India. Indians have a different take on recycle. Recycle comes with the connotation of “Value for Money”. We only recycle when there is a material gratification, in cash or in kind. For instance, we save up empty beer bottles; store old newspapers to sell for a few rupees to the neighborhood scrap dealer. Nokia had to break this barrier and make people recycle without any material inducements.