We chose the “Metro” newspapers, perfect for reaching our urban professionals, throughout Europe for our launch. Our first phase: Give them a page. Throughout the ‘Metro,’ Nokia ran ads of a life-sized 6630 – its screen listing real headlines from that page and all focused on key interest areas for Nokia users: news, finance, music and sport. It showed visually the power of 3G in a way a simple ad could never do.

The results were tremendous! An unprecedented 88% of people remembered seeing the ad, whilst 43% of readers said they had an increased desire to buy the product as a result of seeing the ad.Within a month Nokia’s 6630 was the category leader in every campaign market.