Nokia will be launching a model which is innovative in both form and technology: the new 7600. The greatest difference is the design, which is completely different from the norm. The agency’s challenge was therefore to draw attention to the new design of the N7600 and to emphasise its place as a new imaging generation mobile phone and an icon for trendsetters. The launch of the new model and communication should strengthen Nokia’s reputation as a leading brand which places importance on design, and should affirm this position with the target: designers, fashion stylists, architects, (advertising) designers, etc.

The campaign challenged the target audience to be even more creative and examine the difference. To this end, we formed the “Fourth Generation Nokia Design Competition”, a challenge launched at the Lisbon Design Museum aimed at students and young designers to create the mobile phone of the future, inspired by the difference on display in the new N7600. The challenge was disseminated around the universities involved. The panel comprised top designers, the chairman of the Portuguese Design Centre and representatives of Nokia. The communication was entirely based on the invitation: be inspired.

Of the 150 personalities connected to fashion, design, architecture and universities invited to the launch of the N7600 and of the Competition, 130 were at the Design Museum - 86.6% of replies.All the design colleges invited took part in the Competition - 100% of replies from univeristies.