Telecommunications company Nokia, ordered to us, through agencies Draft And Marketing Vivo, to install an interactive tool in one of the most populated streets of Madrid City. Its placement would be integrated in on the big advertising canvas used to promote the brand during Christmas campaign. The development of the installation was condicionated to dynamism, interactivity and visual impact needs, and close related to services that Nokia supplies its clients. The most suitable option to get this aim, was the simulation of a huge telephone on the canvas , which interrelated with its users and, to sum up, which aroused a communication by means of sms between the installation and spectators’ mobile phones. In December of 2005 the advertising canvas was settled in the environs of Goya Street in Madrid, which is one of the most commercial areas in the State ,and it was working until the first days of 2006.
Routers, switchers, computers, near two hundred meters of wiring and a videowall , plus the staff in charge of validating the messages, administration suites ,etc , formed the necessary equipment to make this real time communication tool work in a suitable way. You write a sms in your mobile phone. You key in the number and you send it. Some seconds, and zas!, your message will appear on the giant videowall of the advertising canvas. During pre- Christmas time until the end of New Years Day, the audience could communicate with the other people who were in the environs of the advertising canvas by sending sms. Via internet, the server which managed sms arrivals, received more than 5000 messages, being this platform available twenty-four hours a day, since the 4th of December to the 4th of January of 2006. This instalation was recognized by the JC Decaux awards as best Commercial Outside Instalation and nominated to Gold Lion in the Advertising Festival of Cannes.

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