Nokia has unveiled a campaign called "The Bill Exchange" to promote its new range of youth targeted instant messaging phones.

Developed by JWT, the campaign is predominantly online and will be supported by targeted print and outdoor advertising on university campuses.

The campaign encourages consumers to 'exchange' their bill value into something they would rather have spent their money on.

"The campaign is designed to truly engage young people with the Nokia brand. We've created an innovative user interface that brings social functionality to a Flash-based site. Using Facebook Graph brands can go beyond Facebook Pages to create their own socially connected sites," explained Ashadi Hopper, national creative director – digital & direct JWT Australia.

Creative agency: JWT
Creative team: Ashadi Hopper, Steve Iannello, Robert Cartlidge, Declan Byrnes, Viktor Blanke, David Johnson