2. project management
key details
Project: Reviving Nokia
and making it more present
and desirable in the phone
market
Brand: NOKIA
Contact: Keilalahdentie 2-4,
P.O. Box 226, FIN-00045
Nokia Group, Finland, Tel.
+358 (0) 7180 08000, Fax.
+358 7180 34003
A Account Manager – Garry
Hendry
Account Planner – Katie
Buckle
3. where are we now
history brand campaigns phone
1987 - Nokia introduces one of
the world's first handheld
phones, the Mobira Cityman
900.
May 2007 - Nokia announces
Nokia 1100 handset launched
in 2003, with over 200 million
units shipped, is best-selling
mobile phone of all time
world's top-selling consumer
electronics product.
worlds best selling mobile
phone brand
4. where are we now
history brand campaigns phone
5th globally - 12% jump in
brand value
one of the most loved and
admired brand in the world –
winning consumers hearts,
products people fall in love
with
the uncomplicated desire to
connect
simply beautiful objects that
simply work
to observe
5. where are we now
history brand campaigns phone
it's not technology, it's
what you do with it
6. where are we now
history brand campaigns phone
the essence of the brand needs to be
reflected in everything the company does
7. where we want to be
big idea smart target markets online market presence
We seek to revive Nokia to the
trendy brand it once was, by
making it a brand that is much
more present and desirable in
the phone market.
8. where we want to be
big idea smart target markets online market presence
refine target markets and
segmentation
better online presence and
interactivity
establish a new market position
9. where we want to be
big idea smart target markets online market presence
specifically reaching out to the
biggest market
tailoring to their needs will
make this new market
achievable
monitoring market share will
make the objective
measurable
objectives met by second
quarter of 2012
10. where we want to be
big idea smart target markets online market presence
Nokia needs to re assess
existing media channels for
new target market
specifically be relevant and
have prevalent presence online
via interactive campaign
achievable via utilising Nokia
website and other digital media
measured via online sentiment and greater
or less conversion rates.
11. where we want to be
big idea smart target markets online market presence
specifically go head on with
competitors
achievable through marketing
communications and new
product designs
measured via consumer insight
(e.g. questionnaires post
second quarter of 2012)
12. what are we doing
partnership experiential campaign
strategic partnership
with Microsoft
1 WP7 device Q4 2011,
12 devices 2012
13. what are we doing
partnership experiential campaign
focus on the
experiential
renewed focus on
corporate disruption
joint marketing with
Microsoft
connecting people
14. what are we doing
partnership experiential campaign
television/film
poster/billboard
instore pop displays
online
15. who we’ll talk to
target markets
current audience
budget sensitive
professionals
young opinion formers
Nokia vs.
Blackberry/Apple
16. judging the campaign
video instore online techincal
awareness of WP7 on
Nokia devices
report on progress of
brand values awareness
thoughts on corporate
values
18. judging the campaign
video instore online techincal
conversion rates on
advert click-throughs
blogosphere sentiment
twitter/facebook
mentions
19. judging the campaign
video instore online techincal
market penetration vs.
WP7 competitors
market penetration vs.
other OSs
demographic data from
Microsoft
measured by
independent groups
interim report Q2 2012
20. practicalities
important details
North America / EEA
budget - ~£113m
interim report Q2 2012
interim Report Nokia
World 2012 (November)
full report due early 2013
existing WP7 brand
guidelines
no mention of other
handset manufacturers
21. approvals
sign off
Account Planner – Katie
Buckle will ultimately
sign it whole project
main Finland offices
specific media contacts
will be distributed to
agencies separately
Editor's Notes
Feburary this year
Feburary this yearConnecting people like other people – sony, tmobile
Video should create hype as described by our disruptive desiresFocus on the experience, not device features – just want to show people having fun and getting on with their lifeSimplicity!Poster and billboard will compliment the videos – same characters and settings.Don’t just want a phone on a shelf, or even a boring, square display. Show the benefits of having the phone.Partner with retail outlets (Carphone Warehouse, Phones4u)Online focus on how the features create the ability to get on with your lifeShort, fun videos infront of Youtube and on-demand videosDrive people to partner websites to look more at the phone and avaliabletarrifsFacebook page – competitions
