The campaign ran across a bunch of locations and formats. Using a wide range of playlist stories, each one tailored to its environment, it raised awareness for the service while demonstrating the breadth of tracks available.

A pretty weighted TV campaign ran throughout November and December alongside a variety of outdoor poster formats including Cross Tracks, 6 sheets, a Tottenham Court Road building wrap plus bus and taxi liveries. Single page executions ran in specialist music publications, press specials, advertorials. And competitions ran in Observer Music Monthly and NME while Time Out gadget review featured a pullout and keep gig guide. We produced location-specific playlists projected on buildings across London alongside experiential activity. A comprehensive microsite let users browse the 4million plus tracks available in the catalogue and featured an educational film communicating the CWM proposition. Simply, thousands of songs, thousands of artists, on display everywhere.

The campaign successfully raised awareness for Comes With Music, repositioning Nokia as a music service provider. It communicated the breadth of tracks available on the Nokia Music Store and, with the diversity of artists, gave Nokia some well-needed street cred within the music arena.