Live music performances, in the street, through mobile phones - an original action for Nokia that enriches the brand relationship with mobile users, making tangible their famous slogan ‘Connecting People’, but this time through music, one of the most demanded features in the mobile phone market. It’s a demonstration of Nokia's leadership in the market of mobile phones with music devices.The strategy is a combination of innovative media solutions, state-of-the-art technology and quality music production.

We decided to invent a new media space: hiring shop windows of stores, not related to Nokia, in areas frequented by our target at night, with excellent visibility.We converted them into live stages for up to 18 musicians and DJs taking part in the campaign. Each stage had a specially designed transmitter equalizer, allowing the people to call for free and connect to the live concert at each location.The action lasted 8 weekends, in 54 shop windows in Madrid and Barcelona. To enjoy the music all people had to do was to make a call from a mobile phone to the toll free number projected on the stage.

350,000 people called and enjoyed live music performances through their mobile phones.