Grey Worldwide scoops $100m N-Gage launch

Nokia has appointed Grey Worldwide to handle the $100m (&£63.4m) global launch of its new gaming mobile phone, N-Gage.

The mobile phone manufacturer had discussions with alternative agencies for the launch of N-Gage, before deciding to hand the account to the agency. “As with any new product, we investigated alternatives, but we decided that Grey had the competence to create the best advertising,” says Christian From, who heads marketing for N-Gage in Europe.

A cross between a hand-held gaming device and a mobile phone, N-Gage allows consumers to play games across mobile networks and to connect with other players using Bluetooth wireless technology.

The first advertising for N-Gage will break in the autumn, ahead of the “phone’s” launch towards the end of the year. From says: “It is one of our most important launches.”

The company has partnered software publishers Activision, Eidos, Sega, Taito and THQ to provide games for the platform. These games will be sold alongside the N-Gage. Nokia will also act as a games publisher and create branded N-Gage game titles.

Grey’s latest campaign for Nokia promotes its first fashion handset, the 7250, which features an integrated digital camera. The campaign breaks on April 7 and includes TV, outdoor, national press and national advertising. The TV ad features the voice of actress Samantha Janus and demonstrates the mobile phone in the style of a fashion shoot.