Singapore, 28th December 2006 - Nokia Communications showcased a media-first outdoor campaign on JCDecaux’s network which commenced on 8th December for 8 weeks.

The objective behind this campaign was to promote Nokia’s latest mobile phone N73. The main alluring feature of this new series is that it offers users good quality photographs with its latest inbuilt camera feature that captures images up to 3.2 megapixels. This essence of the mobile phone was successfully translated on Level 6 of Orchard Cineleisure, whereby one section of the waiting area before entry to the cinema halls, has been transformed to allow movie goers to test the phone features themselves including the camera technology by standing on the designated yellow patch in front of the screen and snap a photo of themselves live! Once taken, user can send a SMS text message with a 4-digit code, which will be displayed on the screen after the shoot, to Nokia and the photo taken will be sent to the user’s MMS-enabled phone. There is no limit to the number of shots a person can take, simply as many as one wishes! Through such interaction and engagement with its audiences, it helps to depict the creative rationale of this campaign which essentially is to showcase the high picture quality of N73 phones with its USP technology.

Elise Yan, Marketing and Research Executive of JCDecaux Singapore adds, "JCDecaux is really excited to be part of this media first with Nokia. This highly interactive campaign not only captures one’s attention but also seeks to engage the public with the element of fun and anticipation by testing out the features with great ease! Additionally, this is an excellent platform for Nokia to capture its target audience as going to the movies is a key past time amongst the youths. So make sure to head down to Orchard Cineleisure to try this outstanding phone and get a snap shot of yourself today!"

The media placement duties were handled by Mediacom through Kinetic Worldwide while the creative was crafted by Bates Singapore.