Nokia today announced the launch of the "Don't Break the Beat" campaign across East Africa. The campaign, linked to the Nokia Asha range of mobile phones, centres on a competition to find the definitive rapper, also known as a cypher, among the youth in East Africa.
The search will be conducted in cities and towns across Kenya, Uganda and Tanzania, with a number of auditions and elimination rounds in each country to determine the national finalists. This will culminate in early September with the East Africa battle to determine the overall champion who walks away with the title and a whopping 250,000 Kenyan Shillings.
"The youth in East Africa are all about self-expression and the freedom to share their unique style," says Angela Githuthu, Marketing Activation Manager for Nokia East Africa. "The Nokia Asha range of mobile phones is designed specifically for these consumers, offering freedom of choice in design, form factor, colour and price; but not compromising on features that the youth demand such as integrated social networking, access to thousands of apps and entertainment. We are bringing these devices to market through the Don't Break the Beat campaign which marries the youth's desire for individuality expressed through music, and the wish to have phones that are almost an extension of themselves."
As part of this campaign, Nokia will also extend the current Nokia Asha family range with two new mobile phones – the Nokia Asha 202 and Nokia Asha 305 for the local market. This builds on Nokia's commitment to connect consumers to smarter mobile phones that offer modern, attractive designs, a range of practical and fun features, and services that extend the value of the phone with access to information and entertainment.