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Nokia phone - if it rings you win

How we got Nokia Lumia smartphones into the hands of the world's most indifferent, procrastinating audience — students.

Challenge

To change student’s perception of the Nokia Lumia 1020, Nokia created a disruptive activation on Uni campuses across Australia. The objective? Demonstrate Lumia’s incredible power the best way we knew how. By getting the device in hand.

Idea

One thing students excel at is procrastination. Using this behaviour as our hook, we invited students to played with the new Lumia’s at pop-up stands on campus – and dally for as long as they liked. And if the Lumia rang while it was in their hand? The phone was theirs.

Results

phones handed to 5,300 students in 12 days, exceeded target by 50%, 41% went in store