How we got Nokia Lumia smartphones into the hands of the world's most indifferent, procrastinating audience — students.
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.
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.
Ambient and Social Spread the word
Campus and social media targetted our students
in their own habitats - uni campuses
Targeted Activation In key student hubs
An average of 480 visitors per day were engaged,
that's 5,300 in just 12 days!
Procrastination to deep engagement
77% of students wanted to learn more
with average engagement over 5min, 45% longer than a standard retail environment.
When it rang you won instantly
With the lure of instant gratification, students
were hooked, with brand interactions
soexceeding targets by over 500 students.