The show title itself led to the simplicity of a Nokia mobile phone being able to give you the "X Factor". To drive handset sales we took advantage of the OfCom regulations whereby we can show product in sponsorship credits. It allowed us to showcase the unique range and product features that were to be promoted in the run up to the key Christmas period. The models promoted were: 3320, 7610,5140, N-Gage QD, 2650 and 7280.

The X Factor succeeded achieving an average audience of 8.5m. October sales became the strongest ever with all models showing significant uplift eg 5140–doubling sales since the campaign start, 7610 seeing a 30% uplift. Interactive TV achieved over 2m interactions and 20,000 competition entrants. Online achieved over 19m page impressions.