The creative/strategic solution was developed from taking a literal translation of the Ovi services offering; access any of your files from wherever you are (the computer you’re using right now, at home, at the office, at uni, on your phone…).

‘Filing cabinet’ visuals are used, with the illusion of protruding out of places around university campuses, as a basis for clever, stand-out and dynamic impact, encompassing the key message and service offering- “Your Files. Wherever.” New ambient media was negotiated around two Sydney university campuses, with three pieces of creative effectively in market for two weeks. Placement in high traffic areas within and around campus grounds.

The OVI campaign ran on campus to specifically target students in order to gain maximum engagement and harness their influence as 'tech leaders'.

Research shows students are more responsive on campus so the Ovi activity was strategically placed for maximum impact (research into the eye movements of students in the tertiary environment indicates that students engage faster than most and spend more time doing so).

As a brand new service from Nokia it was critical to spark the interest of this group and early signs show the strategy is working.Campaign results to date:- Over 71,000 students attend the Ovi branded campuses at Macquarie University and UNSW - 93% of students saw the campaign during the campaign period (Source: Access Testing, Eye Tracking)- Students engaged for 1 second, 5 times longer than what is considered 'an engagement' and showed repeated visits to the creative.

The early results for the Nokia Ovi ambient activity with 'tech leaders' are encouraging and the supporting print and online campaign (just in market) will drive activation rates.