Kurio

HMD Global celebrated the launch of the Nokia 8110 4G – the new version of the iconic banana phone – with a treasure hunt in the center of Helsinki on Saturday, August 18. The event, carrying the name of Epic Banana Hunt reached over 10,000 citizens, where the 8110 4G banana phone was the prize for the finders of the special bananas. All hidden bananas were found within four hours.

The campaign was designed and executed by Kurio, and marketing agency Lataamo was in charge of the event itself.

“A legendary product deserves a legendary launch event. The epic treasure hunt in the streets of Helsinki was not only a way of attracting attention to the important target group of millennials, but also a tribute to the home country of the Nokia brand,” says Miko Paassilta, the Head of Marketing Nordics of HMD Global.

Thus, 18 special bananas were hidden in the city, each with its own winning code and identifier. The founder of the winning banana was able to switch it to the Nokia 8110 4G phone at Elisa Kulma in Aleksanterinkatu. Tips and participation instructions were unveiled at the beginning of the event on Saturday at 12 on the Nokia Mobile Facebook channel.

In addition to the the treasure hunt, an enormous amount of 8110 normal bananas were given out in the city during the day. “Of course, they could not been switched to the 8110 4G phone. The idea was to spice up the citizens’ Saturday and offer a tasty snack,” Paassilta laughs. “The next event was hoped to be arranged in Tampere, let’s see where the journey continues.” In addition to the event, more than one million people were reached in social media.

For further information:
Tommi Opas
CEO
+358 40 1833256
tommi [at] kurio.fi