Nokia wished to Create product demonstrations-on-demand to enhance the number of demos delivered, Retain an “innovation edge” over competitors for their high-end phone launches, and Integrate campaigns across print, outdoor and other media channels.
We focused to demonstrate Nokia models and their features to inspire and elevate consumers to smart phone usage. Consumers were invited to capture print ads using intARact app on their mobile to view the video demo of the product.
We decided to take the AR experience one step further and wanted consumers to experience how a new innovation can change their lives. We worked with our partner Times of India to augment the complete newspaper to let consumers use their mobile and receive additional news, videos and information on launch day of Lumia. Complete front page of Times of India was branded with the concept. Users were invited to experience the new Lumia. Consumers got to view the entire newspaper in a Tiled format on all phones resonating the windows experience that Nokia wanted to drive in this launch.
Campaign attracted consumers with more than 120+ phone models and 10 different cities. Handset profiles demonstrated the pattern change between cities.