For the launch of Windows Nokia Lumia 1020 Phone, Microsoft used strategic Out of Home to create a tech ‘icon’ out of the bright yellow handset. The creative dominated urban sprawls by “Painting the Town Yellow” in order to create an emotional resonance with the core audience.
In order to increase awareness and favourability, had to achieve cut through and stand out, while pushing the campaign’s overall message. This was achieved at launch by utilising a number of OOH formats, such as building wraps and roadside banners, that targeted key urban centres. Digital screens, LCD 6-sheets, digital escalator panels, rail 6-sheets and high-impact large format screens were used to establish awareness and make yellow famous across the UK.
The Nokia Lumia campaign delivered over 122 million impacts across key UK cities. Post-campaign showed that those who saw the OOH activity had a 200% higher spontaneous brand recall. Furthermore, those who recalled the OOH were 132% more likely to upgrade their phone in the next six months. The Windows Phone more than double its market share in the UK YoY to 10.8% and 1 in 6 UK smartphone gifts over Christmas was a Nokia Lumia.
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