This campaign was set in the global market – with 150 countries participating. Knowing the message would be translated into many different languages, it made sense to start with a universal idea. The concept started with a universal consumer insight: in a connected world people share what they love with their phones. Nokia is the brand “connecting people” and Share the ♥ (Love / Ovi) branded this behavior to Nokia. Online social media transformed the message into a movement.

In January 2010 the campaign launched with 70 Nokia owned proprieties in 150 countries. In the first two weeks there were over 25,000 acts of ♥ (Love / Ovi).