Overview: help Nokia to ‘own’ New Year’s Eve.
Idea: create a ground breaking, global, multi-media music event and broadcast campaign which would generate international headlines, connect consumers around the world and provide unique content to drive interest in Nokia product. Identify Nokia with renowned artists such as Black Eyed Peas, Scissor Sisters and Nelly Furtado. Associate Nokia with innovation in technology – each city was linked via satellite with live handovers and broadcast live on TV and online.
Results: total event attendance of over four million people; global broadcast audience of a third of a billion; five million live online viewers; PR reach of 115 million; winner of countless awards.