Leading the trend

Nokia Trends Jamaica creates major connections

  • DJ Boyd with Candice Buchanan and Courtney Walsh. Photograph courtesy Nokia

The stylish New Kingston restaurant and sports bar Cuddyz, owned by cricketer Courtney Walsh, was the scene for Nokia’s first major branding event in the English-speaking Caribbean: Nokia Trends Jamaica.

On September 16, 2005, Cuddyz was transformed into a mini-disco dance club featuring three themes: Om, Flux, and Spin. Three rooms were outfitted in intense red, warm orange, and icy blue, while pumping vibes energised the young audience of radio promotion winners, chosen from high energy question and answer sessions on two of Jamaica’s youth-focused stations, Fame 95FM and Zip 103FM. Other guests included representatives of Nokia’s carriers Cable and Wireless, Digicel, and MiPhone.

Nokia Trends is a concept developed by Nokia to connect the youth segment to its brand by communicating the essence, identity, and language of the brand using technology, multimedia, and art. Courtney Walsh played host for the night, and TV personality Candice Buchanan, hostess of Jamaican favourites like The Party and The Golden Nugget, was MC.

DJ Boyd – from the popular Alric and Boyd Electromusic DJ duo – showcased his talents with his unique electro music mix. Also entertaining that night was DJ Marvin, who captured the audience when he brought it back to a Jamaican flavour, spinning retro-dancehall music, triggering a super-high wave of dancing and fun. Both Jamaican DJs brought a style to Nokia Trends that was uniquely Jamaican.

The audience of young and not so young moved to the groovy music as they connected with each other, sipping Nokia Trends drinks in vibrant red, orange, and blue.

The highlight of the party was the drawing of tickets for an Argentina trip. Jermaine Wright of Kingston 10 and Sueyen Campbell of Kingston 16 had their hopes and dreams realised when they heard their names roaring through the audience. One short week later they were off to Nokia Trends Argentina. Call it the lifestyle of the Nokia and trendy.

Funding provided by the 11th EDF Regional Private Sector Development Programme Direct Support Grants Programme.
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