The problem is not to make the kids want a new mobile, the problem is that the parents, or grandparents, don't want to give technology, especially gaming technology (Nokia N-Gage). What the kids need is an attention-getting method of expressing their wants. The kids were invited to have Santa Clause/Christkind actually call their parents and tell them about their dearest wish – a Nokia phone. And who would forget a wish that Santa/Christkind himself called you up for?

So the claim 'connecting people' (parents and kids) experienced by using the company's product (mobile phones) solved the problem (drive sales).