Target consumers have strong social instincts and good eye for things that spark conversations. To launch Asha 303 we built a multi-channel campaign with Facebook hub at its heart, engaging them to co-create off-the-wall content with Nokia.To facilitate this, the campaign turned QWERTY into an action. QWERTY ME was another way to say ‘challenge me’. This led to QWERTYman: a character that the audience can challenge via Facebook, Twitter, WhatsApp, SMS and Nokia.com. QWERTYman first appeared in Indonesia and Mexico with local celebrities, receiving thousands of challenges. TV and online videos invited and celebrated the challenges that QWERTYman performed.

The pre-buzz activity on Twitter received 2,664 registrations in a week. Within 24hrs of launch, 3,377 users registered and submitted over 2,500 challenges.

There were a total 462K visits to the digital engagement channels and 16,967 challenges to QWERTYman. Facebook fanbase increased by 16K in Indonesia and 32K in Mexico meaning 26% fan growth. During the campaign, there was strong association of ‘Nokia QWERTY’ with ‘QWERTY’ in search engines. It led to a 19% increase in Top 10 Apps Downloaded with WhatsApp at the top. Asha 303 pages received 220K visits; becoming the second most visited product page on Nokia.com.