Nokia is shooting for the moon in an experiential campaign this month to push its latest Lumia range of phones, with a blacked-out pop-up store in Sydney with a giant moon.

As the Finnish company looks to push its new range of smartphones, seen as make or break by many analysts, they have turned to the darkened pop-up store featuring a large-scale moon, getting people to test out its low-light photo capabilities.

The campaign was conceived by Fuel Communications, Nokia’s PR agency in Australia, the concept was created and developed by the Australian creative collective, The Glue Society and produced by production company Will O’Rourke.

Jolaine Boyd, head of marketing, Nokia Australia said: “We know consumers use their phones to photograph those unplanned moments that take them by surprise. This campaign is about providing that inspiration point.

“We wanted to be bold and come up with a unique way to get the Nokia Lumia smartphones into the hands of consumers so they can put the key USP of the handset – low light imaging – to the test and capture something beautiful.”

James Dive and Paul Bruty from The Glue Society said, "The moon has inspired people and artists for thousands of years. And even today, despite all the scientific knowledge and investigation, there is still something rather mysterious and magical about its presence."

The Lumia Moon pop-up is open daily from 10.00am until Sunday, 25 August 2013 at 399 George Street, Sydney CBD.