Nokia teamed up with Glove Love to promote the Lumia’s sensitive touch screen.
The company also created a heat-sensitive billboard with a message that becomes clearer as the weather got colder. The billboard lets people know that Nokia Lumia devices have screens that are so sensitive that they can be used with gloves on.
Glove Love is a matchmaking company that takes donations of single gloves which are then matched and hand-stitched to create a pair for a new owner. The #NokiaGloveLove project encouraged Nokia fans to recycle gloves that have lost their partners. The campaign also highlights how gloves are lost when people take them off to use their smartphones.
The messages on the billboard change depending on the temperature. The messages change from “MAKE LOVE” and “SEND LOVE” to “MAKE CALLS WITH GLOVES ON” and “SEND TEXTS WITH GLOVES ON” when it gets colder.
The billboard was placed at Westfield on January 21st and at the Old Truman Brewery the day after. The first 100 people who donated a single glove at each location were given newly-matched pairs of gloves and a hundred more were given a pair of gloves delivered to an address they provided.
Watch the promo video of the project below.