In this series, features and series developer Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In the seventeenth edition, we meet experiential marketing agency, Impact XM, the agency behind Nokia’s activation at DTW Ignite in Copenhagen.
The Brief:
At the heart of Nokia’s presence at DTW Ignite in Copenhagen was creating a deeper connection – not the biggest splash.
Faced with an event dominated by high-decibel tech talk and non-stop product demonstrations, Nokia asked Impact XM to shift the narrative.
The mission: Design a space that would slow the pace, invite reflection, and show the brand’s Autonomous Networks in a way that felt human, thoughtful and totally unexpected. Rather than focusing on hardware specs or high-tech theatrics, the goal was to have attendees feel something and start to recognise Nokia as a forward-thinking, emotionally intelligent technology leader.
The Execution:
Impact XM created the Nordic Chill Out Zone – an immersive retreat nestled right on the show floor, yet worlds away in experience.
The activation was inspired by the serenity of Finnish nature and every element was curated with purpose.
Visitors entered a calm environment, layered to unfold like a gentle journey: ambient forest visuals and natural lighting set the mood, while subtle soundscapes of wind and wildlife added texture. Finnish-inspired refreshments, tactile natural textures, and the soft scent of pine brought richness without flash.
Angled LED screens displayed a continuous day-to-night cycle featuring forest movement, native wildlife and the glow of the aurora borealis giving the space emotional rhythm and encouraging guests to linger.
A secluded VIP cabin offered a quiet space for deeper conversations, yet the zone was open access so the broader audience could organically discover the space. All of this was achieved without a single heavy-tech demo screen or loud messaging. Instead, the environment led the story. Visitors didn’t just pass through, they explored, relaxed, shared the moment and saw Nokia in a new light.
From the start, Nokia and Impact XM worked hand in glove – aligning on a vision that put emotion and atmosphere ahead of hardware. The client’s brief challenged the agency to rethink trade-show norms, and Impact XM responded with an experience that redefined how a technology brand could show up.
The Result:
Andrew Burrell, head of portfolio marketing at Nokia Cloud and Network Services said: “Trade shows can be dull, formulaic affairs: if you’ve seen one vendor’s booth, you’ve seen them all. Impact XM helped Nokia up our game at Digital Transformation World in Copenhagen. Customers, partners, journalists and industry analysts were transported into a Finnish midsummer forest for a sensory experience including sights, sounds, tastes and smells. Finnish-themed gifts and subtle messaging connected the experience to Nokia’s vision for Autonomous Networks that sense, think and act.”
That collaboration, combining strategic brand positioning with immersive design, delivered more than footfall: it delivered a meaningful, lasting impression.
Together, Nokia and Impact XM proved that in a world of high-volume messaging, sometimes the quietest idea makes the loudest impact.
