Through an on-ground activation we selected few tech-savvy students from rural UP and trained them on Nokia’s mobile internet technology. We enabled them to spread awareness about mobile internet in a non-preachy, conversational manner through a peer–to-peer digital platform-Nokia Net Ka Guru (Nokia Gurus of Internet).

NNKG – the RURAL TWITTER was a first ever real-time information network created by a brand connecting rural youth with their tech-savvy peers. Through a simple referral SMS mechanism Gurus invited friends to follow them on the nokianetkaguru.com WAPSITE.

At the heart of the campaign were small and regular bursts of information called “Nokia Tweets” enabling conversations between tech-savvy influencers and their followers. The Gurus educated their followers about the Nokia browser, explained and removed their apprehensions about browsing on mobile internet. Fans liked, commented and shared their Guru updates and in turn became Gurus among their peer groups creating a “hub and spoke” ripple.

1. This mobile initiative transcended limitations of reach, efficiency and engagement of on-ground activation. Average CPC for on-ground activation is around $4 with average time-spent of less than 30 minutes by consumer. This activity cost 2 cents per contact with average time-spent of 1350 minutes by a consumer during the campaign2. 357,890 referral SMSes created 11,000 fans with 1213 updates 3. Gurus have become Nokia interns and will continue to influence tech-opinions 4. Nokia Global applauded the initiative and is using it as a template to penetrate underdeveloped economies5. Nokia Global awarded $ 1m for pan-India roll-out