In line with phone features, the Nokia 3100 bus campaign focuses on its fluorescent glow from the phone when in the dark. Double-decker bus is chosen to amplify the glowing effect. The fluorescent glow is available in and outside of the bus. Both the fluorescent image and inside "everywhere" wrapping format are first time being used in China.

Because of attractive appearance and first time used idea in China, 3100 T8 bus has been reported by many media: internet & newspaper (valued 2 times of the investment) without extra production and media investment. With its glowing attraction and novelty, word of mouth effect is highly spread among target.