Initially briefed on an operation designed to support the N3510 sales, the agency recommended the creation of an online tool, allowing customers to create and buy totally customised covers for their N3510. This website was to be a real selling argument and facilitate the renewal of its sold telephones by N3510 (increasing loyalty to the brand). Besides the effects on the N3510 sales (multiplied by five), Original Graffiti increased the appeal of the brand and repositioned Nokia as a leader, in terms of product customisation and key element of differentiation versus major competitors. Thanks to the success of the operation, Nokia extended this service to five other products in the range.