The idea was to demonstrate the key feature of the device - five live streams of live content through the phone to wherever you are. This was brought to life by taking objects that symbolised geographical diversity, such as sun loungers and bus stops, painting them white and them placing them outside shopping centres, in order to attract attention. Then, white lines (or streams) linked the white object to further activity inside the shopping centre and ultimately to a giant version of the N97 phone, inside the Phones 4u store. Promotional staff positioned along the lines offered handset demonstrations.

The launch of the new Nokia N97 white coincided with the hotly anticpated release of Apple's new 3G version of their iPhone, so any activity was up against stiff competition.Despite this, customers asked staff for an average of 50 demonstrations per store.Sales greatly exceeded targets over the launch weekend, with an incredible 4,480 units sold.Positive feedback from Phones 4u store managers included:'Totally beyond expectations. It just shows the power of Nokia', Portsmouth Store manager'We've had great footfall and smashed targets. I couldn't be happier', Birmingham store manager.