Nokia takes their 'Lumia Challenge' to the streets and it looks familiar

Although we could argue that the 'Smoked by Windows Phone' campaign is getting a bit tired, Nokia evidently shot some video last month where they took the same idea but they called the it "Lumia Challenge".

The concept was the same -- challenge people on specific tasks using their smartphone -- if you win, you get £10 for your trouble, if you don't you have to mug for the camera.

The results should be familiar with many folks, especially on the iPhone 4, getting beat by the Lumia 800. Of course, we're seeing the polished commercial video so we don't know how many instance where Nokia lost. But all of that is besides the point, isn't it? This is advertising and we know that Windows Phone is a very fast, nimble and efficient mobile OS -- it doesn't need to win every time, it just needs to win enough to show that yes, there are some significant advantages versus its competition.

And for some reason, with the Nokia music playing and their shallow depth of field video, all of this looks just a bit cooler.

Source: YouTube; Thanks, Ellis B., for the heads up!

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central, head reviewer, podcast co-host, and analyst. He has been here covering Microsoft since 2007 when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and for some reason, watches. Before all this tech stuff, he worked on a Ph.D. in linguistics and ran the projectors at movie theaters, which has done absolutely nothing for his career.

  • I like this, plus I live just down the road from one of those locations so it feels a bit closer to home than the US marketing campaign ;)
  • Good for you Jay :-). US marketing campaign?? What are you talking about?? ;-)
  • Go Nokia lol
  • I think it's only getting tired for those of us following WP. I imagine more people have yet to see or hear about this than already have. Heck, I'm already sick of the Lumia 900 and it's not even been released yet. :)
  • Just goes to show. Although it is clear that the iPhone boys in the vid are still in denial. I've had mine a few months and love it. With the latest firmware its amazing. 
    Nokia back to their best. 
  • Most of my friends have the iPhone,and everybody complain about it being slow, but yet at the same time they think they have the best phone out there...
  • At the end of the day, people are gonna enjoy the products they choose to enjoy. Its the bottom line. You can do whatver you want to show them other options out there. Something can be clearly a better functioning product or more efficient and they are gonna use what they are comfortable with or enjoy using. And personally, I don't know if challenges like this would get me to switch to a different product. In fact, I might find it a bit too in your face and a tad bit insulting. But that's just me personally. I like to do my homework, try something out and then decide to take a chance on it.
  • Well, that was the beauty about the smoked by a windows phone challenge. So long as it is done as Ben has been doing it, (sales pitch) it demonstrates the OS's ability to at least keep up with the competition if not beat it. Also, if you get a free Windows phone for losing, you get to try and truly decide for yourself. The problems start to show up if MS employees start treating it as a true challenge instead of the marketing gimmick it was designed to be. But, in the end, you are absolutely right. People will use what they like. But without bold moves to catch people's eyes, it has been hard to get some people to even look at WP to decide if they will even like it. It still annoys me how many people think it is WM and won't even look at it declaring their phone better cause in their minds, WM sucks so WP must suck.
  • I've always been curious about something since getting a WP and I think you guys on here could probably answer my question: Who exactly was Windows Mobile marketed towards? I ask because in all my years knowing people with cell phones, I don't think I ever knew or ran into anyone with a WM phone and didn't really know such a thing existed. Granted, I didn't get my first cell phone til 2007 and the only Operating Systems I could probably say I was familiar with were iOS, Android and Blackberry (up that point).
  • Business. It was a great business device. The consumerization of IT killed it. In the beginning there was Blackberry which was basically a pager that could receive email. Then came Palm and they ruled. Blackberry started putting keyboards on their devices in order to best Palm. MS came along and started going after Palm. In 2005 with the release of OTA ActiveSync MS had killed Palm and was closing in on Blackberry. IPhone came along and the consumerization started; that is, features that aren't business-related. You could load all of your music on there. However, it sucked for email so WM and BlackBerry were OK. When iPhone licensed ActiveSync from MS with version 2.0 that was the beginning of the end for both WM and BlackBerry. The consumerization had taken over. Having a real keyboard and accurately typing business emails went out the door in favor of typos, no punctuation, no caps, and "sent from my iPhone". That you could listen to music, watch videos, and let your kids play games and leave you the fuck alone was more important. As companies started becoming cheap and not providing cell phones to employees consumerization won.
  • In 2005 with the release of OTA ActiveSync MS had killed Palm and was closing in on Blackberry.
    Not quite true.  While consumerization of IT is what did in Windows Mobile 5.X and 6.X (as well as Palm, arguably), Microsoft didn't "kill" Palm.  Palm ended up becoming the largest Windows Mobile OEM.
    The Treo Lines with Windows Mobile on them, such as the 700w, 800w, and Treo Pro were the best sellers of any Windows Mobile phone.  They had the power of ActiveSync with the best keyboard in the business.
    Nothing lasts forever.  RIM pulled ahead due to lower pricing and better battery life, Microsoft let Windows Mobile stagnate and become uncompetitive, and Palm quit making Treos to go instead with webOS.  By the end of Windows Mobile 6.X's life, it was the domain of expensive, highly specialized devices for power users like the HTC Touch Pro 2.
  • Yeap business, I had a fleet of Win Mo phones and back in the day they were pretty sweet. You have to realise that even when the Apple came out nothing really touched the Win Mo phones. Yes they had issues but the flexibility was awesome.
    I just had a phone engineer in today to do some work on my exchange and guess how I signed for his work as being complete. Yes a Win Mo 6.1 phone running software that they use to control the service side of the business.
    It was not really until Apple added EAS did business really start taking the Apple seriously.
    We were just talking about this yesterday with my mate saying how we still looked fondly back to our XDA Mini S. I still have two in a box.
  • Exactly. MS needed to pick a fight to get consumer mindshare rolling, so they did. And it's working!
  • There are plenty of people out there that are just looking for a good product and have no allegiance to any megabrand. Stuff like this at least builds some awareness for the platform. The fanboys, on the other hand, will not like these for sure.
  • 'me n ma iPhone 4 jst lost to a LUMIA... ... ... Do i stil get a 10??' --- dat part jst gets me
  • Man that guy has an iphone 4GS , he must work of Apple, no?
  • In the states they get $100. Over here we get £10. Yep, times are hard. :D
  • its hard here too man dont let the media fool you -Massachusetts Feels like the most expensive state in the US
  • Love this kind of advertising. Just hearing the ooohs and arghs from the crowd and even clapping suggest that the message has a very long way to go.