Live brand experience: Light show launches new Nokia

The iconic Millbank Tower in London has been used to great effect as part of a live brand experience in order to launch the new Nokia Lumia 800 smartphone.

A 4D light show was projected onto the tower, which looms an impressive 120 metres above the city of London and is home to offices and businesses.

It was a technical undertaking to prepare the building, as all 800 windows had to be covered with vinyl and 16 projectors were positioned across the river to achieve the effect.

Despite this it is safe to say that it was a brand experience of mammoth proportions and one nobody is likely to forget quickly, so it certainly did its job at promoting Nokia.

John Nicholls, marketing director at Nokia, told Event: "We've had an incredible response to the show from spectators, on Facebook and on our live streams. It was a real first, and we feel that with it we're bringing back the Nokia brand."