Mobile World Congress is usually the jumping off point for the year’s hottest Android phone, but this year’s a little different. The one device that’s managed to beat Samsung, LG, Huawei and even Sony’s announcements isn’t even a smartphone – it’s a featurephone that was built and announced for nostalgia’s sake.

We’re talking about Nokia’s (or rather, HMD Oy’s) revival of the venerable 3310. That incredibly simple but iconic phone has managed to steal the headlines from the world’s biggest phone makers. Heck, if Samsung didn’t push off their official launch for the Galaxy S8, we reckon the 3310 would still manage to dominate the conversation today.

That’s an incredible testament to the brand’s staying power and how HMD Oy slyly managed to capitalize on nostalgia to drive headlines. We bet that without the 3310, HMD Oy’s mid-range and entry level Nokia 5 and Nokia 3, as well as the global version of the Nokia 6 wouldn’t have gotten that much traction online. Cheap and beautiful Android smartphones are a dime a dozen nowadays, why would the new Nokias be any different?

The challenge now is translating that nostalgia into actual sales and elevating the brand over all the other competitors out in the market. Nostalgia sells but HMD Oy need quite a lot more than a gimmicky featurephone to stand out from an already crowded market.