“Amazing Everyday” ideology demanded that consumers not be the passive recipients of communication. People’s access to LIVE news on mobile phones is through apps and limited to one-liner “breaking news”. Taking advantage of this limitation we provided readers LIVE in-depth analysis of the news on their physical copy.The Times of India (TOI), India’s largest daily reaching out to 70% of the Nokia TG became natural choice for execution. We used image recognition technology. Every-time a smartphone camera was pointed at static national and global news slug that appeared below TOI masthead, the news came alive on the smartphone as dynamic LIVE videos of that news. Throughout the day, the static news in the physical newspaper got refreshed with the latest LIVE news.A typical reader spends under an hour on his daily newspaper. We changed his print consumption pattern by engaging him through the day by digitising his newspaper.

First-time ever a static medium became LIVE dynamic medium. Print converged into LIVE TV reaching 3.6m eyeballs. The digital extension increased a newspaper’s shelf life. It delivered the following to Nokia: •Over 100,000 visited the TOI Global and Nation pages by scanning the slug; •10,000 viewed Lumia demo on the WAPSITE •765 booked the Lumia.Bookings through this activity gave 23% conversion exceeding previous print or mobile benchmarks of Nokia.Advertisers before Nokia have used AR to show brand messages, Nokia used AR to serve engaging non-brand related content to consumers creating a new template for using AR.