The concept of being somewhere you weren't was leveraged by playing off the Nokia 6680's video calling feature, allowing us to place the consumer at the center of the campaign. The consumer was essentially made the active ingredient that completed the advertisement, heightening the impact through the proposition of direct interaction with the medium itself, rather than just the campaign.

Amazing results for a campaign exclusively executed in out-of-home:- Immediate lift in all advertising related equity measures (ad awareness, preference, and consideration)- Nokia 6680 handset achieving 30% share of 3G market, the highest of any handset- TV personalities engaging the campaign by interacting with the panels on-air