Nokia’s launch of N-Gage comprised two stages: the teaser and the campaign. During stage one, the challenge was to present the brand to the tribe of players, with the aim of creating expectations and anticipating its entry in the market. Stage two consisted of transforming the early hours of 7th October into a memorable and well-attended launch. To this end, the brand’s “Mobility” stance had to be materialised via a multimedia campaign that led the consumer towards “www.n-gage.com” (N-Gage Arena) and then towards the launch event. The target could be any young person and could be anywhere.

Nokia’s launch of N-Gage comprised two stages: the teaser and the campaign. During stage one, the challenge was to present the brand to the tribe of players, with the aim of creating expectations and anticipating its entry in the market. Stage two consisted of transforming the early hours of 7th October into a memorable and well-attended launch. To this end, the brand’s “Mobility” stance had to be materialised via a multimedia campaign that led the consumer towards “www.n-gage.com” (N-Gage Arena) and then towards the launch event. The target could be any young person and could be anywhere.

The Launch of the N-Gage Console in Portugal was a success, and the proof of this are the national and international results:- 3,300 enrolments in the N-Gage Arena - www.n-gage.com - (4th Place in the World Ranking) during stage one;- 1,800 people passed through the Lisbon branch of Fnac alone, between midnight and 4 a.m.;- 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%.