To reach the style leaders efficiently and without huge waste coverage, magazines were chosen as the main media channel.

Simple ads would not have worked to attract the young and stylish “early adopter” crowd that the new Nokia 5700 was targeted at, so the print ads had to come with a special edge they wouldn’t miss.

Therefore the cover of M magazine – an entertainment magazine - featuring Cameron Diaz was adapted by piercing a hole in the shape of Nokia’s music phone right underneath her necklace revealing the product on the following page. This gave the impression of Cameron wearing the 5700 mobile as her new fashion accessory. That way Cameron Diaz became a testimonial for the latest Nokia phone impersonating the ideal fashionista and addressing the target group of young stylers in a new, refreshing and surprising way.

The success of the campaign is visible by taking the above average response rates of the raffle in the magazine into account. 2.065 response SMS are double the amount of average raffles and show the impact of the unusual cover-design for the launch of a state-of-the art mobile music phone.