The push marks a change in direct marketing strategy for the brand. Traditionally, Nokia has relied on mailings and digital marketing for its response-based activity, but now it is to branch out with a nationwide campaign targeting bars, clubs, hotels and commuters.
Nokia will use the drive to support its latest ad campaign, which has been running since the launch of the Fashion Collection last year. The range is being backed by a multimillion-pound promotional spend.
The experiential campaign, which was devised by Haygarth and is being delivered by Comment UK, will run in eight cities. It will feature characters from the ads targeting young and affluent city dwellers by visiting venues armed with handsets from the range.
Nokia will also distribute 40,000 match-boxes, shaped like its 7280 handset, across bars and clubs. Other activity will include messages being sent to consumers who have Bluetooth activated on their mobile handset, encouraging them to visit the Fashion Collection .
The campaign will be supported by promotional ads on I-vu interactive screens in more than 100 hairdressers nationwide, with the chance to win a trip to New York.
Jason Paris, senior marketing manager for Nokia UK, said direct activity had been broadened to enable the brand "to reach our target audience in environments that they don't expect mobile phones to be marketed".
Nokia launched the Fashion Collection in September last year, as part of its strategy to developing handsets for specific target markets and establish a point of difference with rivals.
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