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TMT Nokia wants to defend itself against the price erosion in the cell phone industry with more sexiness. Grey's campaign emphasizes the features with product eroticism.
TMT Nokia wants to defend itself against price erosion in the cell phone industry with more sexiness. The world's leading cell phone manufacturer connects people - that's the claim. And recently also positive results on a rising sales curve. Despite a controversial product policy, Finnish cell phones have been able to regain their lost market share. In the last quarter of 2004, one in three cell phones sold over the counter carried the Nokia brand. In absolute figures: 66.1 million units. The fact that the brand is one of the top ten global brands according to Business Week completes the picture.
However, the path back to the lead position was steep and involved sacrifices. While competitors such as Sony-Ericsson, Samsung or
Motorola was able to celebrate several sales successes in a row with its clamshell, digital camera and MP3 models, Nokia launched models with a design that took some getting used to, brought improvements to the hybrid of mobile games consoles and cell phones and caused the prices of various models to plummet. Mistakes that could quickly cost the company pole position. Nokia was able to maintain this, but not its operating margin.
In order to get these and sales off the ground again, Nokia not only rethought its product policy. As a result, it was also recognized that the centrally developed and managed Markom measures had taken too little account of the various market conditions and needs. In other words, the local agencies should be given more freedom for campaign design. "Until a few months ago, everything that came from Finland was considered sacrosanct and had to be adapted," says Grey CD Enrico Bachmann, looking back. The interchangeable lifestyle ads for the various Nokia models had long been a thorn in his side.
It was only with the launch of Nokia's Ngage that a Swiss-relevant Grey implementation with more impact - teaser campaign and trade marketing measures - was agreed. Slowly, the work began to bear fruit. For the launch of the 6230i model, the Zurich agency was given a completely free hand for the first time. Even the blue and green bars were suddenly dispensed with.
"With a minimalist and new look and feel, we want to focus on the product and its most important features for the upcoming models," says Bachmann. The eye-catching motifs dramatize the benefits. Themes such as imaging, video camera functions or music playback complement the styling, which enhances the product's appeal, just like in car advertising. In future, band campaigns as well as individual models are likely to appear in an independent layout. Not only Nokia Switzerland seems to have acquired a taste for it: In addition to the sponsorship ad with its sexy look, a motif has already been booked by those responsible in Austria.
Cell phones with skills: The new Nokia advertisement presents them.
However, the path back to the lead position was steep and involved sacrifices. While competitors such as Sony-Ericsson, Samsung or
Motorola was able to celebrate several sales successes in a row with its clamshell, digital camera and MP3 models, Nokia launched models with a design that took some getting used to, brought improvements to the hybrid of mobile games consoles and cell phones and caused the prices of various models to plummet. Mistakes that could quickly cost the company pole position. Nokia was able to maintain this, but not its operating margin.
In order to get these and sales off the ground again, Nokia not only rethought its product policy. As a result, it was also recognized that the centrally developed and managed Markom measures had taken too little account of the various market conditions and needs. In other words, the local agencies should be given more freedom for campaign design. "Until a few months ago, everything that came from Finland was considered sacrosanct and had to be adapted," says Grey CD Enrico Bachmann, looking back. The interchangeable lifestyle ads for the various Nokia models had long been a thorn in his side.
It was only with the launch of Nokia's Ngage that a Swiss-relevant Grey implementation with more impact - teaser campaign and trade marketing measures - was agreed. Slowly, the work began to bear fruit. For the launch of the 6230i model, the Zurich agency was given a completely free hand for the first time. Even the blue and green bars were suddenly dispensed with.
"With a minimalist and new look and feel, we want to focus on the product and its most important features for the upcoming models," says Bachmann. The eye-catching motifs dramatize the benefits. Themes such as imaging, video camera functions or music playback complement the styling, which enhances the product's appeal, just like in car advertising. In future, band campaigns as well as individual models are likely to appear in an independent layout. Not only Nokia Switzerland seems to have acquired a taste for it: In addition to the sponsorship ad with its sexy look, a motif has already been booked by those responsible in Austria.
Cell phones with skills: The new Nokia advertisement presents them.
No longer the whole world: Nokia dispenses with a uniform lifestyle.
Luca Aloisi
