- To introduce the new model of Microsoft’s mid-range mobile phone, Lumia 540, to Vietnamese people.
- WE Media launched a big campaign on LOTTE Cinema and Platinum Cineplex to reach out to Vietnamese people in the two biggest cities in Vietnam, Hanoi and Ho Chi Minh City.
- The campaign featured mass broadcasting of TVCs on big screens and LCD screens in cinema lobbies at five crowded cinema sites over 37 days.
- Upon the completion of the campaign, the message of Lumia 540 had reached over 186,000 target consumers.
- Combined with another mass marketing campaign, YOLO Selfie Challenge Insect Party, the Lumia 540 has gained positive.