Nokia decided to launch an innovative model with high memory capacity – the 7610. The agency’s challenge was to make sure that the launch party was crowded with some of Portugal’s most outstanding VIP’s. Besides its breakthrough design, the 7610 was, when it came to the market, the first mobile phone with an internal 64MB memory, the largest of its kind, and a 1.0 megapixel digital camera.

Instead of the traditional paper invitation, we chose to send the VIP’s a giant memory loss pill box, filled with the 7610 cell phone and its instructions inside – with a 64MB memory, the new 7610 is the solution for all memory problems.

The results were outstanding: 48 V.I.P.’s were invited. All of them attended at the launch party, bringing their 7610 phone, a major publicity stunt for the Nokia brand.