The strategy is a combination of innovative media solution, state of the art technology and quality music production.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 the music, one of the most demanded applications of mobile phones customers. It’s a show of Nokia´s leadership, in the market of mobile with music devices.

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

We invent a new media space: selecting and hiring shop windows of stores, not related to Nokia, in different areas frequented by our target, with excellent visibility.Convert them into live stages for up to 18 musicians and DJs that we carefully selected to take part in the campaign.Each stage had a specially design transmitter equalizer, allowing the people to call free and connect to the life concert, at each location.Action lasted 8 weekends, in 54 shop windows of Madrid and Barcelona. The only requirement for the people passing by to enjoy the music, was making a call from a mobile phone to a toll free number projected on stage.

We wanted to reach young target 18-24 and adults 25-35.So we selected the appropriate areas of Madrid and Barcelona, to reach them in the evening and at night. And we produced different musical styles go from Classical Music and Jazz, to Pop, Rock or Electronic, accordingly to the action’s schedule and area of the city.Targets` participation was great and we generate fun and interaction.