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 teaser was 'The Street' and the challenge was to 'point out' to the target audience that the 'This is where' was everywhere. To this end, we went to places most frequented by people aged between 15 and 25 years, and distributed a kit containing stickers in various formats, a spray-can and a stencil of the phrase 'this is where'. During the pre-launch stage the target contaminated the city and transformed its very self into the medium for spreading the message, by disseminating the teaser campaign everywhere and helping to convey the Anyone, Anywhereconcept.

The launch of the N-Gage console in Portugal was a success, and the proof of this are the national and international results:- 15,000 kits distributed around bars, nightclubs, beaches, skateboarding parks, schools, etc;- 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%.