Nokia QWERTY ME: taking online for granted!
By Admin I : Being a not very “subjective” reviewer, I must admit that I’m initially reviewing this campaign because I simply care about small Lebanese agencies trying to find a spot in the midst of the multinational monsters; because “Interesting Times Beirut” is umm euh, interesting, as the agency primarily known for the Lebanese Brew campaigns entitled “courage is contagious”.
Nokia Lebanon previously Launched the “Nokia Patrol” campaign by Interesting Times, trying to bring a dead brand back to life, the campaign reviews and insights were not that promising.
A new campaign for Nokia Lebanon “Nokia QWERTY ME” is taking place on online platforms, starting with a Facebook application encouraging people to upload their funny videos trying to read the famous Lebanese/Latin SMS language.
Adel Karam and Abbas Chahine from Mafi Metlo challenge you to QWERTY ME! See a rare behind the scenes surprise by Mr. Loughat as he puts his text reading skills to the test and beats Adel Karam. It’s good stuff.
Take the QWERTY ME challenge and win your mobile phone bill paid for a year!
Get people to read out loud your funniest laugh out loud text messages on camera.
Go to http://nokia.ly/J5eJgT
You just might get featured on TV!
Well, again with the same gap: The campaign is just too forced! or it’s mainly the result of every online campaign in this country, since online is taken for granted as a low cost media that could reach a younger audience ONLY; but again: if your neighbor told you the idea is funny, that doesn’t mean it is, and if this same lame neighbor laughed over the related video, then you should’ve really reworked the whole approach… I’m sorry, but this campaign leaves every single viewer passive!
Whether you know “Mr.Loughat” or not, and whether you think this character is funny or not, it simply lacks any potential to change behavior and increase sales. No Nokia mobiles purchases, no nothing… just another online application filled with “fake” submissions and a more fake promise, not to mention that multinationals are also known for their “fake” online campaigns (more a la “let’s make use of our 200-something employees facebook accounts” to convince the client).
It’s serious.. It’s high time we “plan” online media to work as a coherent entity with the whole advertising approach, a media that can ensure a strong impact, without the urge for humongous budgets… Online cannot fake you with art direction (that is generally inspired*) or shower your streets, it’s truly about interactivity.. Stop missing the point!!!