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Nokia – Golf in the city

Sponsored by Nokia, the world’s first floating golf course moored up for five days in the heart of London’s financial district, complete with a clubhouse designed by The Bank.

The ‘Golf in the City’ course consisted of one large floating green and three tees, two floating on the river and one on the South Quay dockside walkway. A fourth pontoon was home to the Nokia-branded, Bank-designed clubhouse, garden tables and chairs. Nokia ‘Connectors’ accompanied players around the course as caddies. Connectors used the company’s new Nokia E71 phone to keep scores and capture photos and videos of the players.

Golfers paid £1,000 to take four shots from each of the three tees. Afterwards, their caddy would take them for drinks and snacks at the clubhouse where they chatted about the round and showed them the photos and videos from their E71. A player could then have the photos and videos sent to their email address via the phone.

Organising the event involved permissions being sought from a number of sources, including British Waterways and The Canary Wharf Group Plc. The course itself was a major draw. But, with the addition of the clubhouse, the event was more than just a Nokia-sponsored happening. It became a complete product demonstration, with the E71 used as part of the game.

Over £85,000 worth of media coverage was generated by the event, including a spectacular double-page spread in the Evening Standard. More than 40 people played each day, and there were around 10,000 spectators.

Overall, the event was a great opportunity for Nokia to capture the E71 target market.



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