Placing Consumers at the Centre of Experiential Athens – 10 April 2008

Nokia Trends Lab is about Creativity meeting Mobile Technology

Event Highlights Nokia Trends Lab is about Experimentation with Nokia products and services

Nokia Trends Lab is about Experimentation with Nokia products and services

Nokia Trends Lab is about Co-Creating and Sharing content!

Nokia Trends Lab is about Interactivity and Engagement with Consumers

Nokia Trends Lab is about Artists Interacting with the Audience with Nokia Handsets

The Nokia Trends Lab Proposal Campaign: Competition to submit scripts A Virtual and Physical Entertainment Hub where mobile technology and creativity meet through a series of event, online, offline and mobile activities and experiments It brings to life the core functionalities and specificities of the phones: Music / Film / Photography / Fashion / Design

A Virtual and Physical Entertainment Hub where mobile technology and creativity meet through a series of event, online, offline and mobile activities and experiments

It brings to life the core functionalities and specificities of the phones:

Music / Film / Photography / Fashion / Design

The Nokia Trends Lab Proposal Campaign: Competition to submit scripts Mobility , Interactivity and Creativity are central to all activities Nokia Trends Lab’s goal is to spark the interest and participation of the creators while staying involving and engaging to the mainstream

Mobility , Interactivity and Creativity are central to all activities

Nokia Trends Lab’s goal is to spark the interest and

participation of the creators while staying involving and

engaging to the mainstream

How does Nokia Trends Lab Work? Nokia Trends Lab is Events - small, medium and large – but it’s much more than that, it’s also Lab Sessions , Retail activations , Consumer involvement , Pre-event campaign activities ,… Nokia Trends Lab is about conducting Live Experiments , s mall, medium and large ideas to enable consumer participation Creative challenges to consumers Working with artists as mentors Creating content together with performing talent On-the-spot live mobile experiments

Nokia Trends Lab is Events - small, medium and large – but it’s much more than that, it’s also Lab Sessions , Retail activations , Consumer involvement , Pre-event campaign activities ,…

Nokia Trends Lab is about conducting Live Experiments , s mall, medium and large ideas to enable consumer participation

Creative challenges to consumers

Working with artists as mentors

Creating content together with performing talent

On-the-spot live mobile experiments

Nokia Trends Lab Kiev / 29.02.2008

Example of Live Experiment Process EXPERIMENT : get a chance to make a music video for an Internationally known artist COMPETE : by submitting script ideas CREATE : work with local discipline mentors and shoot a music video with artist CELEBRATE : finished music video and winner are presented at event SHARE : online, on mobile, in broadcast

EXPERIMENT : get a chance to make a music video for an Internationally known artist

COMPETE : by submitting script ideas

CREATE : work with local discipline mentors and shoot a music video with artist

CELEBRATE : finished music video and winner are presented at event

SHARE : online, on mobile, in broadcast

NTLab Classic Artist’s Experiments My City is My Lab & AUDIO BULLYS / Vilnius My Nokia is My Lab with BOOKA SHADE & MAX SEDGLEY / Warsaw The SOULWAX master-class in the Mix Room / Milan One Beat contest : a master-class with WILL.I.AM / Paris The MYA Fashion experiment / Athens The LCD SOUNDSYSTEM VJ Lab experiment / Moscow The JUSTICE Film Lab director contest / Paris The SOULWAX NTL Poland 2007 DJ Experiment Mash-Up / Warsaw The DJ SHABLO Live Music experiment with HELENA PAPARIZOU / Athens The Music Demo Live contest with THE RAPTURE / Paris The SUNRISE AVENUE contest / Bochum The GO! TEAM Live VJ mix / Dublin The VJ Lab project with NEW YOUNG PONY CLUB / Kiev

My City is My Lab & AUDIO BULLYS / Vilnius

My Nokia is My Lab with BOOKA SHADE & MAX SEDGLEY / Warsaw

The SOULWAX master-class in the Mix Room / Milan

One Beat contest : a master-class with WILL.I.AM / Paris

The MYA Fashion experiment / Athens

The LCD SOUNDSYSTEM VJ Lab experiment / Moscow

The JUSTICE Film Lab director contest / Paris

The SOULWAX NTL Poland 2007 DJ Experiment Mash-Up / Warsaw

The DJ SHABLO Live Music experiment with HELENA PAPARIZOU / Athens

The Music Demo Live contest with THE RAPTURE / Paris

The SUNRISE AVENUE contest / Bochum

The GO! TEAM Live VJ mix / Dublin

The VJ Lab project with NEW YOUNG PONY CLUB / Kiev

2007 Nokia Trends Lab Achievements 14 European markets started activations in 2007 75+ different mobile experiences as part of campaigns and growing 25 consumer winners working with artist mentors All performing artists had unique “Lab elements” as part of their show Hundreds of UGC pieces in response to campaign challenges 2 University partnerships—Rome and Cardiff 6 x 30 min broadcast TV show content --online and offline content

14 European markets started activations in 2007

75+ different mobile experiences as part of campaigns and growing

25 consumer winners working with artist mentors

All performing artists had unique “Lab elements” as part of their show

Hundreds of UGC pieces in response to campaign challenges

2 University partnerships—Rome and Cardiff

6 x 30 min broadcast TV show content --online and offline content

Trends Lab TV by Nokia

Nokia products power the Lab

Thank You