Nokia

Sponsorship activation at Vodafone Homegrown 2009

Brief

Nokia wanted to leverage their sponsorship of the Nokia Indie Stage at Homegrown. They needed to showcase the new Nokia 5800 XPressMusic touch handset and generate awareness and purchases of the handset. They also needed to generate sign ups to Nokia's TXT database, increase brand love for Nokia and ensure that activity added value and meaning to the festival.

Solution

Complementary to the Nokia Indie Stage, the Nokia 'Play Share Touch' zone let event goers select a music track via the handset, create a music video, film it and edit it on the handset. The zone included giveaways, digital photography driving people to a handset purchase site and prizes including Nokia 5800 handsets and backstage tours. All activity was amplified via videos available on Nokia's dedicated Ovi website.