SINGAPORE Nokia has launched a fleet of 'party buses' to tap into a hip, young crowd for its new music phone, the 5300 Xpress Music phone.
Dubbed the "Nokia Music Mobile' the buses will ferry passengers between local nightspots while offering a full-on audio-visual experience of the 5300.
"This is a fun phone," said Lim Wee Khee, senior marketing manager, Nokia Singapore, "so we needed to do something fun, something different. And the timing is right given that people are in a festive, party mood."
Conceptualised by Kinetic and MediaCom, and rented out by Moove Media, the concept may roll out in other Asian markets, Lim added.
Apart from the buses, website and below-the-line collaterals, Nokia also decorated the Orchard underpass with graffiti. The Music Mobile bus is the latest in a string of music-oriented branding exercises this year, following the sponsorship of Coldplay and Sonic Boom in Singapore.
