To launch the XpressMusic phone in a different and exciting way, we pulled a stunt.At one of Dubai’s biggest club nights featuring DJ Ferry Corsten, the warm-up DJ (MadJam) pulled the plug on the sound system simulating a power failure. People planted in the crowd started yelling ‘Press Play’ (the XpressMusic tagline). The DJ then plugged the XpressMusic phone into the speakers and pressed play.

Nokia XpressMusic brought the music back and XpressMusic branding came up on screens and gobos around the venue, the lasers turned red and the promoters went out into the club to mingle with the clubbers.

The campaign is still running, but as a policy Nokia doesn't release sales figures. However, over the two week period following the stunt, the XpressMusic website (English/Arabic combined) experienced a 108% increase in hits from 17,106 to 35,693. This result is significant for the region, where Internet penetration is relatively low.