The key insight compelled us to target the fashionistas exclusively online, and only in sympathetic venues – city and nightlife guides, entertainment blogs and websites, and fashion and style destinations that reinforced their cultural exclusivity and were fashion savvy. The campaign included special promotions, content integration and email, all attuned specifically to the editorial integrity, content, and look and feel of each venue and vehicle. All media drove the fashionistas to Nokia's online fashion boutique, which showcased the fashion collection.

The Fashion campaign reached more than five million fashionistas, generated more than 30,000 new customer contacts, and drove 62,000 visits to the online Boutique. Three hundred phones priced at $349 and up were sold online and nearly 5,700 people signed up for the A-List to receive news and updates on the collection. All in only three weeks!