Introduce the brand and lead the consumer towards 'www.n-gage.com'. The stage was the streets and the challenge was to point out to the target that the “This is where” was everywhere.

200 car-parkers in character.6,650 visitors enter the site in seven days.3,300 enrolments in www.n-gage.com (fourth place in the World Ranking).73% of brand recognition amongst the target 15 to 25 year olds (leader in the World Ranking).

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.

This solution was used not only in Lisbon but also in Oporto and it could be used everywhere.

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”.