NOKIA: MUSIC AND VIRTUAL REALITY, IMMERSIVE EXPERIENCE FOR PEOPLE WITH NEURODEGENERATIVE DISEASES

AMATISTA PROJECT, A COLLABORATION WITH CARITAS AND TELEFÓNICA SPAIN

Challenge:

Nokia, in collaboration with Caritas and Telefónica Spain, has introduced the Amatista Project, which utilizes virtual reality and 5G technology to provide immersive musical experiences for elderly individuals living with neurodegenerative diseases. This innovative initiative aims to enhance their quality of life by showcasing the tangible, positive impacts of cutting-edge technologies like 5G and virtual reality. The challenge lies in effectively communicating this endeavor through non-technical media and reaching a broader audience.

Strategy:

Our approach involved presenting the project to the press. This entailed conveying the initiative’s underlying motivation, the organizations actively participating, and the achieved outcomes. A noteworthy aspect of the presentation included testimonials from music therapy workshop instructors and, through a video format, from the elderly individuals who were part of the program.

Results:

The outcomes were exceptionally positive. The press conference attracted a significant turnout, and it led to subsequent interviews across various media platforms, including radio and television. We successfully expanded our reach to diverse media segments that Nokia typically doesn’t engage with, such as lifestyle media. This effort resulted in the creation of high-quality content that not only added a human touch to the brand but also portrayed 5G technology in a relatable and approachable manner.