Radio Station loaded on to Nokia 5800:- For the first time ever, the whole programming of the Radio Station was loaded onto a huge live touch screen replica of the Nokia 5800 XpressMusic. The radio station was transported from the studio to the fingers of its listeners. The listeners were asked to come to a mall on a specific time every Saturday for five weeks. They were pleasantly surprised to find that their radio station had transformed into a touch screen replica of Nokia 5800. The music playlist of the radio station was touched & altered by the listeners themselves. Any song they touched went live on-air on radio signifying the POWER of TOUCH. People who couldn’t make it to the venue would call up the station and ask their acquaintances to touch a song on their behalf. The phone was also displayed at the Nokia XpressMusic station.

Nokia 5800 XpressMusic station had close to 10000 Radio Jockeys (RJ) every time it went live i.e. every Saturday between 5-9 PM. Conventionally, a radio station has one or two RJs but the whole process of experiencing the product transformed everyone into a RJ as they played their own songs. There were 55000 brand demos with 6000 people registering to buy the phone. There were 10.1 million listeners who were a part of this station. This created a perfect rendition of the brand proposition of Touch Play Share.