Nokia wanted to shift Nseries consumer behaviour and encourage the consumption of multimedia entertainment. The solution was Nseries Plus; a customized mobile and online destination for new Nseries owners to discover and download free content from credible partners direct to their new device. Content was served from an array of well known partners such as: NME, National Geographic, Love Film, TimeOut, among others. The experience offered several personalization layers by adapting its environment and content offering based on a user’s phone model and operator, which is traced when a user first logs in with its phone number.