Nokia’s launch of N-Gage comprised two stages: the teaser and the campaign. During stage one, the challenge was to present the N-Gage brand to the tribe of players, with the aim of creating expectations and anticipating its entry in the market. To this end, the brand’s 'Mobility' stance had to be materialised via a pre-launch campaign that led the consumer towards 'www.n-gage.com', the N-Gage arena where the product was strategically revealed. The target could be any young person and could be anywhere.

In Portugal, the stage for the launch of the teaser was 'The Street' and the challenge was to 'point out' to the target audience that the 'This is where' concept was everywhere. To this end, a team of N-Gage promoters covered the city distributing an N-Gage T-shirt to the homeless who help people to park their cars near bars, nightclubs and schools. The T-shirt was emblazoned with an arrow which indicated 'this is where'. During the pre-launch stage, the various car-parkers spread all over Lisbon conveyed 'this is where' pointing everywhere, and thus helped to disseminate the Anyone, Anywhere concept.

The launch of the N-Gage console in Portugal was a success, and the proof of this are the national and international results:- 200 car-parkers in character- 6.650 visitors enter the site in 7 days- It also made a big impression in the N-Gage Arena (www.n-gage.com), and won over a community of 3,300 people who enrolled (Fourth place in the world ranking); - Portugal was the world leader in terms of brand recognition amongst the target audience of people aged between 15 and 25 years. The figure stood at 73%.