"Connecting People" was the message. Target consumers were imbedded in the video board advertising.

The advanced capability of the phone was demonstrated in real-time, to those being photographed and those viewing the boards, avoiding the skepticism of the target consumers to traditional approaches.The ever-changing display and street buzz drew viewers to the message. PR extended the campaign reach by millions of impressions, highlighting this 'first' by Nokia.

One-to-one interaction with 14,000 target consumers. "WOW! Cool cell phone!"1,600 photos posted during key selling season. "Great holiday spirit from Nokia."1.5 million impressions in Dundas Square. "Feels like Times Square."Millions in additional PR impressions"Nokia is a cool company, I only want their phones."