The campaign targeted a sophisticated urban audience in the major cities of China. These are people who are at the forefront of technology adoption, and are socially active. Highly cynical about the over-promise of a lot of new mobile technology, they tend to rely on their own research, experience and word of mouth from their on-line friends, blogs and independent reviews, to make their own informed decisions. It was essential therefore to showcase and demonstrate the technology in use, and involved so as to deliver on experiencing the compelling application first hand.

More than 200,000 downloads of N6110 navigator widgets in 5 weeks, thrashing the previous record in China of 184,000 in 74 weeks. Over 5,000 participants of the “N6110 City Treasure Hunt”. Nokia was the first advertiser to cooperate with i-Coupon on a mass scale, with over 10,000 individuals downloading i-Coupons.