We converted what could be another promotion into a national entertainment event. We created a character (Matti) so the brand could later be against him and asked the consumers to align with the brand against this mad character who wanted all the phones. To duplicate the reward 2 weeks later reinforced the idea that Matti was a real problem to Nokia.

In Costa Rica , 5,000 Nokia phones were sold on avearge, per month.During the promotion sales increased. In November 62,000; December 60,000; and in January 72,000. After that, there were no more sales because in three months the product was completely sold out.