Nokia wanted to promote its N96 handset, which featured a five megapixel camera and functions that make it easy share photos over the internet using the Ovi Share website.
It was important for consumers to understand what differentiates the N96 from other mobile handsets. Out-of-home was used to do this both visually and experientially.
The campaign was split into two phases.
The first phase included strategically-placed billboards in major districts. LCD screens were placed in the centre of these specially-constructed billboards to bring the N96’s high resolution camera to life.
The second phase included specially constructed stands on Istanbul’s main streets which allowed Nokia users the opportunity to share their photos via a free wi-fi internet connection.
The campaign resulted in great awareness of the product and tangible understanding of its benefits.