Nokia's E72 charge with The Rookie

NOKIA   JWT   CARAT   TEXT 100  DIGITAL

• Nokia's launch of an online reality series is to market E72 model
• Contestants required to perform E72-related challenges
• Final four will be selected for internship placements at four major companies

Malaysia – Nokia's recent launch of an online reality series called "The Rookie" is being used to promote its E72 model.

The online campaign started on 9 April and is currently at the recruitment stage where twelve candidates will be shortlisted to undergo challenges for two months. The finalists will be required to complete tasks using the Nokia E72, and Nokia hopes that sales of the model will begin to take-off as the show increases in popularity.

The final four contestants will be selected for internship placements at Universal Music, Standard Chartered Bank Malaysia, 8TV, and Nokia Malaysia.  

Contestants are aged between 18 and 30 years, and challenges include using Nokia Messaging, Instant Messaging (IM), and OviMail. 

"The young adults of today are experiencing and living a fully-connected lifestyle; whether it is through picture-sharing, via camera phones; email; IM; microblogging, via Twitter and Facebook or sharing digital content amongst one another," Una Tan, head of Marcoms, Nokia Singapore/Malaysia and Brunei, said. 

"The Rookie is thus the perfect platform for these young adults to put their digital communicative skills to the test while providing them with a great opportunity to join the ranks of four high-profile companies who are leaders in their respective fields," Tan said.

JWT is the creative agency while Wunderman takes care of the online and digital components. Carat handles the media buying while Text 100 is responsible for the PR activity rollout.

"More than anything, we’re using 'The Rookie' as a highly-visible channel to reach out to the target audiences of the Nokia E72," Tan said.

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