THE CHALLENGE
How do you launch a new smartphone, in a market dominated by Apple? 

THE SOLUTION
Apple is focusing on the back camera in their campaign ‘Shot on iPhone’. So we turned our campaign around and focused on Lumias' perfect front facing camera. We positioned Lumia as  ‘The ultimate selfie phone’. To launch it we activated 20 of Scandinavia’s biggest influencers, and created a fashion collection with a twist: The Selfie Collection. Encouraging influencers to donate a selfie with a personal item up for auction – photographed with the new Microsoft Lumia smartphone. The auction took place on the influencers own social channels, and the money was donated to the children’s Helpline. 

THE RESULTS
The campaign engaged a notoriously difficult audience with more than 3 million media impressions, across online, social and PR.