In a mobile industry cluttered with features and functions, Lumia went deep underwater to highlight the features and productivity power of the Lumia in an unprecedented and news-generating way.

Lumia partnered with Fabien Cousteau, grandson of famed oceanographer Jacques Cousteau, to break his grandfather’s record for living underwater. Lumia went along for the wild adventure, collecting and connecting fans around the world with this historic undersea experience.

Dubbed “Mission 31,” Fabien pledged to live onboard the Aquarius – the world’s only remaining underwater lab 63-feet below the surface – for 31 days. During the trip, Fabien used the Lumia to document the ocean world below, conducting virtual classroom sessions with students, capturing never-before-seen footage and gathering “more than three years’-worth of science and data about the ocean floor.”

“Mission Control,” a custom-built online hub, shared all the activity and content from the aquanauts. People on land communicated with the aquanauts, asking them questions, proposing fun underwater experiments and interacting with the underwater crew. And two lucky “everyday adventurers” even won a lifetime opportunity to visit Fabien underwater.

The partnership attracted worldwide attention, creating waves of online conversations and news, resulting in media coverage with an equivalent advertising value (EAV) of $2million+. It also inspired much-need positive commentary about the Lumia, including glowing comments in print and broadcast media. Hundreds of breathing images, videos and other Lumia-generated content was shared throughout the mission, leading to more than 1 million video views, 12.7 million page impressions and tens of thousands of shares.

• Partnered with renowned oceanographer Fabien Cousteau as he attempted to break his grandfather’s record of living under the sea in the world’s only remaining underwater lab.

• Developed an online “Mission Control” hub to share all activity in the underwater lab. (Translated across 11 different global markets.)

• Kept Lumia front and center by equipping entire crew with product and integrating it into various experiments and other performance enhancing opportunities, e.g. underwater photography/filming.

• On 15th April 2014, launched a global competition to find two ‘everyday adventurers’ for a chance to visit Fabien and the Aquarius.

• Developed a special Lumia 'waterproof housing' for underwater filming.

• Arranged for classrooms in selected schools to email Aquarius and challenge the aquanauts to orchestrate various underwater experiments.

• Maintained a steady stream of social media shares from the Aquarius Lab, including videos of experiments, fun crew moments, contest-winning Lumia-fan divers and more.

• Orchestrated pre- and post-mission interviews.

• The shared underwater Lumia content led to more than 1.2 million video views, along with nearly 13 million online page impressions and 30,000 shares including competition entries.

• The vibrant photos, underwater ocean-environment exploration and unique “underwater classroom experiences for kids” led an 11% increase in positive online conversations about the Lumia

• A 5X ROI

• Reached tens of thousands of students daily

• Alex Oberberg, Global Head of Programs & Partnerships, Microsoft, said: “The fact we managed to sustain and deliver global coverage and conversation for us over several months highlights the strength of the work.”

• The campaign delivered an ad value of $2+ million, including positive online coverage, print media and broadcast mentions and appearances on major outlets such as CNN, BBC, The Weather Channel and more. TED Talks also acknowledged Fabien and Mission 31 and Fabien took to the stage himself to speak about the incredible adventure.