Situation: Bluetooth can be clunky. Earbuds don’t always give a person the look they want. Nokia spun off a division called Novero to create artistic and fine jewelry with Bluetooth built in to create utility and fashion in one product.

Strategy: We started with high-end earbuds, which we promoted with a focus on sound quality and fashion. However, the program was destined to move away from earbuds to something more elegant. Ultimately, we worked with jewelry designers and product marketers to create a bold and multi-faceted campaign.

Results: We achieved success across national press, women’s lifestyle magazines, top tier, broadcast and general interest media.