JWT Sydney is helping Nokia turn bills to thrills

The campaign - Nokia Bill Exchange turns ‘bills into thrills’, gives consumers the opportunity to convert a ‘boring paid bill’ into something great and more useful.

Users simply visit the Bill Exchange and tell Nokia what they’d rather spend their money on. The more outlandish or obscure the idea, the more likely they are to be winners.

The three most creative entries each day will get their bill value exchanged for something special up to the value of AUD$300 (approx US$300). They’ll also receive a new phone from Nokia’s messaging range.

After launch, one of the first winners wanted to go to the moon, a real stretch for his AU$290 (approx. US$290) bill. Nokia awarded a NASA training day at Luna Park Sydney which included a flight around the moon on the ‘Moon Ranger’ and zero-g testing on the ‘Rotor’. The contestant was also given a new Nokia C6. 

Other bills were exchanged for a giant igloo, an army of plush Zombies and a jar of chest and stomach wax.

The campaign makes extensive use of Facebook through news feed messaging and allows users to invite their friends to also apply to have their bills exchanged.

“The campaign is designed to truly engage young people with the Nokia brand. We've created an innovative user interface that brings social functionality to a Flash-based site," explained Ashadi Hopper, national creative director for digital and direct at JWT Australia. 

"Using Facebook Graph, brands can go beyond Facebook Pages to create their own socially connected sites," Hopper continued.

Nokia’s senior marketing manager Adam Johnson, said, “We know our target age group for Nokia’s messaging range don’t have a lot of disposable money. With the Nokia Bill Exchange we are exchanging bills for something great and fun."

Nokia Bill Exchange executions include online social media and display advertising, university posters and digital panels at 37 campuses nationally, street press and newspapers.
 
Credits:

JWT account management Jasmin Bedir, Angus Pragnell, Steph Sands, Tom McGillick (planner)
JWT creative team Ashadi Hopper, Steve Iannello, Robert Cartlidge, Declan Byrnes, Viktor Blanke, David Johnson
Other involved parties Donna Frost (TV producer); Julie Delaforce (community manager)