The strategy was executed in three phases to intrigue, entice and involve consumers.In the TEASE & REVEAL phases, a spectrum of “old” media was used in new ways to do the job. In print, readers get updated with a 12-page technology spread dominated exclusively by Nokia. In train stations, a long interactive wall display allowed commuters to “touch and play” with Nokia N95. Online, user advocacy programmes encouraged trial and sharing of experiences.

In the WOW phase, it was about bringing Nokia N95 to live for a first-hand experience with its multi-functionality. A multi-media event, across TV, online and radio, the Nokia N95 Wireless Adventure “Soul of the City” brought together celebrities and participants in a race around the city armed only with a Nokia N95, to navigate, explore and capture moments and memories, and take a fresh and look at an “old” city.

Brand awareness of "all-in-one device" grew by more than 80% Nokia N95 was consistently in Top 3 Singapore Hit list, both in value and volume for the months of April, May and June.Combined media & PR value achieved ROI of 249% Number of event registrants exceeded by 247%