The work was used as a key part of an extensive integrated campaign to commuincate the new Nokia Lumia across Spain.Insight: With the launch of the Microsoft powered Nokia Lumia 800 the objective was to position it as a smartphone that breaks people’s daily mundane routine and converts it something amazing, a product designed to make life more fun.Nokia wanted to reposition the brand for a younger audience (22 – 32 years). The brand’s limited offer in attractive functional smartphones was in recent years leading to declining sales and a loss of “top of mind” positioning among young Spanish consumers.With a highly critical and demanding target audience in mind, we recognised the need to back up the ambitious “The Amazing Everyday” claim by making the communication deliver on the brand promise. So we decided to take the campaign directly to our audience and grab their attention in routine real life everyday situations by physically demonstrating the proposition, allowing them to actively experience the difference between an ordinary and an amazing day.Strategy: We researched the target audience (22 – 32 years) using Posterscope’s OCS planning study and Prism research tools to gain insights into their lifestyles, their attitudes and receptiveness towards certain modes of communication and different OOH (Out-Of-Home) advertising formats.We discovered our audience to be passionate, active, open to new experiences, marketing and technology literature. Our research showed that to effectively engage them we would need to communicate with our target in phone friendly environments where they would also be most receptive. Moreover we concluded that we needed to speak to the audience in their language and surprise them with ideas that would entertain and act as viral word of mouth triggers for our campaign.

We proceeded to identify key environments and consumer touch points relevant to our target audience, which could be converted into surprising routine breaking experiences.Driven by the core proposition of surprising the target and breaking their daily routines we developed an “Amazing Everyday” calendar as the central activation tool of our communication platform. The interactive calendar listed all on and offline activity and acted as a call to action.

We then developed a series of core experiential ambient ideas to run across key consumer touch points in Madrid and Barcelona, which were synchronised with TV, press, online, mobile and radio media activity to create a truly 360º campaign. This allowed us not only to communicate the launch of the new phone in OOH but also to generate an integrated communication with the target and promote the OOH campaign through other media channels. Execution:We complemented a conventional OOH campaign with ambient activity, which invited the target to actively experience how, via Nokia and the new smartphone, their daily routines could be broken and turned into something truly surprising.The “Amazing Everyday Calendar” was brought to life in the form of interactive bus shelters, which were installed in key locations across Madrid and Barcelona. As well as publicising the ambient activity the interactive displays also communicated the product. The experiential ambient activity included:Amazing Art: we converted empty retail units into cultural spaces where music competitions and photo exhibitions took place. Participants had to generate all content using the multimedia applications on the phone.Amazing Metro: we broke the daily commuting monotony of thousands of passengers by customising the decoration to reflect the name of the metro station. These included Opera, Ibiza and Piramides (Pyramids) stations in Madrid, where having visited the stations people could also participate in competitions via social networks to win prizes such as trips to Egypt.Amazing Campus: we had students dancing on university campuses.BriefTo launch and position the new Nokia Lumia 800 as a phone that makes life more fun.IdeaWe surprised our audience by breaking their mundane daily routines with amazing unexpected experiences.

Using an interactive outdoor calendar as the central activation tool of our communication platform we created ambient experiences in metro, university, art and restaurant environments, which activity physically demonstrated the brand proposition and allowed the audience to have fun.ResultsOnline device sales pre-orders 5.4 times higher than forecastClose to 2.000.000 people experienced the ambient campaignFacebook traffic increased 720% and Twitter followers up by 62%