14 DAY TRIAL // Nokia has launched an innovative campaign for advertising their Nseries handsets. The concept is fresh and unusual, just as most of Nokia's strategies for making their products known and appreciated tend to be.
The campaign is based on a site where two people, Pjotro and DJ Effex compete in a music battle. There is also a graffiti background, as to make the scenery resemble more that of a regular such confrontation.
Each of the two contestants has completely different styles in "making music". The person who enters the website and watches the battle has the chance of making a difference in a global recognition of the two performers. By allowing more time for one of them to make music, the winner is settled. Then, according to the preferences of people in a certain area, a world map is generated, in two colors. Each of the Djs has a color and up to now, DJ Effex leads at a great distance.
Pjotro uses a special suit which generates music according to his moves. Because of this, he has managed to turn his entire body into a musical instrument. DJ Effex tries to impress through a straight up using only his voice and a microphone, with no additional help. He wants to represent the next generation of beatboxing and vocal percussion.
Let us not forget the main purpose of this website, that of promoting the Nseries handsets. The thing that these two performers have in common is that they "have become music". The idea stands at the base of the Nokia Nseries line of phones, as they all feature an evolved media experience.
The advertisement brings into attention the mobile phones Nokia N73, N91 and N70. The campaign is aimed mostly towards young people who appreciate innovative and interesting ways of expressing themselves.