Nokia is not a stranger for innovative marketing techniques. The latest marketing work by Nokia to promote Lumia devices in London is an interesting one. They are using outdoor ads that changes its contents depending on the temperature. Nokia is using it to highlight the sensitive touchscreens that works even with gloves on its Lumia devices.
Read about the campaign below,
The brand is hoping the ads show that the screens are so sensitive you can use them with your gloves on, so there is no need to risk losing them again. Messages such as “Make Love”, “Send Love”, Make Calls with Gloves in” and “Send Texts with Gloves on” are displayed as the temperature drops or rises.
The Cohn & Wolfe-created “Glove Love” campaign stems from Nokia’s CSR tie-up with “Do the Right Thing”, a matchmaking service for single gloves. It aims to reduce the waste created by sending single gloves to landfill sites by repurposing those handed in and pairing them with other single gloves to be used again.
To further create awareness about this campaign, Nokia will be giving a pair of gloves to first 100 fans who arrive at London’s Westfield and Old Truman Brewery ad sites and donate a single glove to Nokia. Nokia is also planning to send another 100 pair of gloves to people at the address of their choice.