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

AMATISTA PROJECT, A COLLABORATION WITH CARITAS AND TELEFÓNICA SPAIN

Challenge:

Nokia, in partnership with Caritas and Telefónica Spain, has launched a project using virtual reality and 5G to enable the elderly with neurodegenerative diseases to enjoy an immersive musical experience that improves their quality of life. Under the name of Amatista Project, this initiative demonstrates how the most disruptive technology (we are talking about 5G and virtual reality, among others) has real and positive effects on people. The challenge was to disseminate this initiative in non-technological media and targets.

Strategy:

Presentation of the project to the press, explaining the motivation of the initiative, the organizations involved and the results. And, as a highlight, there were testimonials from the professionals who teach the music therapy workshops and, through a video, from the elderly people involved.

Results:

The results were highly satisfactory. Attendance at the press conference was very high, and subsequent interviews were generated in various media, including radio and television. We were able to reach a variety of media segments that Nokia does not usually reach, such as lifestyle, and generate quality pieces that humanized not only the brand, but also 5G technology.