The Pier Roxas Campaign, created by JWT Manila and Nokia Philippines to introduce the Nokia N8 phone, was launched on September 27. The challenge was to help fictionary character Pier Roxas recover his memory by crafting stories and creating videos of what could have possibly happened to him over the past eight days.
The competition received nearly 1,000 entries and the final winners were announced on 15 December.
“The engagement level during every stage of this campaign was just phenomenal,” stated Jos Ortega, JWT Manila CEO. “People who entered Pier Roxas’ social networking pages spent an average of four minutes per visit. His fans got so into it that they began calling themselves ‘Pier-natics’.”
“This was an excellent campaign,” said Benoit Nalin, general manager, Nokia Philippines. “There was such a high level of consumer interest with the N8 phone. We had the highest online pre-orders in Nokia history and our first round of stocks was sold out in two weeks.”
The other winning entries included: in second place, Cyrus Pasamba's "Hypno-Pier" film, third place, Albert Torralba's "Covert OPS", and the People’s Choice Award was DK Codera's "F8" film. The winning and finalist videos can be viewed at http://nokian8.production-server.net/philippines/index.html
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