Nokia Lumia Launch — Voice Recognition Campaign

About the Campaign

The Nokia Lumia launch campaign took place at selected Delhi multiplex theatres, focusing on the night-vision capability of the Nokia Lumia Windows Phone. During movie intermissions, an actor portraying someone trapped in a dark basement called audience members randomly — using the Nokia Lumia to photograph the dark space and requesting voice guidance to escape. Audience members provided real-time voice commands (left/right) to guide the actor.

Campaign's Objective

Nokia aimed to highlight the unique night-vision feature of the Nokia Lumia Windows Phone that was recently launched in the Indian market — creating a memorable, experiential campaign that demonstrated the feature in real time.

CIL's Solution

CIL deployed voice recognition technology and created an application enabling real-time interaction between multiplex audiences and the on-screen actor. This represented the first ever campaign combining voice recognition technology for real-time interaction and action on a multiplex screen.

Outcome

• The most engaging campaign creating surprise and delight during movie intervals
• Movie theatres extended intermission duration to allow full audience participation
• First-ever campaign merging mobile technology, voice recognition, and live multiplex screen interaction
• Registered as a landmark moment in experiential marketing in India