Color the World is part of the Nokia 6131 phone campaign. People are invited to explore and take part in creating the world’s largest, ever-growing collaborative tapestry and in that way to spend nice time with Nokia brand. This innovative campaign approach takes the original ATL campaign concept to a higher level, creating an organically growing medium for brand awareness.

Online objectives were to create a strong emotional attachment to the product and the brand, create purchase intention and bring to life the Nokia brand proposition "Feeling close". Target group: Optimistic, very social men and women that are hard-working, seeking new experiences, emotions and fun. Age between 25-34 years.