Nokia brand client brief

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  • 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
  • Mystery shoppers will rank training and awareness
  • Nokia brand client brief

    1. 1. Reviving Nokiaand making it more present anddesirable in the phone market NOKIA
    2. 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 34003A Account Manager – Garry Hendry Account Planner – Katie Buckle
    3. 3. where are we nowhistory brand campaigns phone1987 - Nokia introduces one ofthe worlds first handheldphones, the Mobira Cityman900.May 2007 - Nokia announcesNokia 1100 handset launchedin 2003, with over 200 millionunits shipped, is best-sellingmobile phone of all timeworlds top-selling consumerelectronics product.worlds best selling mobilephone brand
    4. 4. where are we nowhistory brand campaigns phone5th globally - 12% jump inbrand valueone of the most loved andadmired brand in the world –winning consumers hearts,products people fall in lovewiththe uncomplicated desire toconnectsimply beautiful objects thatsimply workto observe
    5. 5. where are we nowhistory brand campaigns phoneits not technology, itswhat you do with it
    6. 6. where are we nowhistory brand campaigns phonethe essence of the brand needs to bereflected in everything the company does
    7. 7. where we want to bebig idea smart target markets online market presenceWe seek to revive Nokia to thetrendy brand it once was, bymaking it a brand that is muchmore present and desirable inthe phone market.
    8. 8. where we want to bebig idea smart target markets online market presencerefine target markets andsegmentationbetter online presence andinteractivityestablish a new market position
    9. 9. where we want to bebig idea smart target markets online market presencespecifically reaching out to thebiggest markettailoring to their needs willmake this new marketachievablemonitoring market share willmake the objectivemeasurableobjectives met by secondquarter of 2012
    10. 10. where we want to bebig idea smart target markets online market presenceNokia needs to re assessexisting media channels fornew target marketspecifically be relevant andhave prevalent presence onlinevia interactive campaignachievable via utilising Nokiawebsite and other digital mediameasured via online sentiment and greateror less conversion rates.
    11. 11. where we want to bebig idea smart target markets online market presencespecifically go head on withcompetitorsachievable through marketingcommunications and newproduct designsmeasured via consumer insight(e.g. questionnaires postsecond quarter of 2012)
    12. 12. what are we doingpartnership experiential campaignstrategic partnershipwith Microsoft1 WP7 device Q4 2011,12 devices 2012
    13. 13. what are we doingpartnership experiential campaignfocus on theexperientialrenewed focus oncorporate disruptionjoint marketing withMicrosoftconnecting people
    14. 14. what are we doingpartnership experiential campaigntelevision/filmposter/billboardinstore pop displaysonline
    15. 15. who we’ll talk totarget marketscurrent audiencebudget sensitiveprofessionalsyoung opinion formersNokia vs.Blackberry/Apple
    16. 16. judging the campaignvideo instore online techincalawareness of WP7 onNokia devicesreport on progress ofbrand values awarenessthoughts on corporatevalues
    17. 17. judging the campaignvideo instore online techincalmystery shopperspartnerships with retailchains
    18. 18. judging the campaignvideo instore online techincalconversion rates onadvert click-throughsblogosphere sentimenttwitter/facebookmentions
    19. 19. judging the campaignvideo instore online techincalmarket penetration vs.WP7 competitorsmarket penetration vs.other OSsdemographic data fromMicrosoftmeasured byindependent groupsinterim report Q2 2012
    20. 20. practicalitiesimportant detailsNorth America / EEAbudget - ~£113minterim report Q2 2012interim Report NokiaWorld 2012 (November)full report due early 2013existing WP7 brandguidelinesno mention of otherhandset manufacturers
    21. 21. approvalssign offAccount Planner – KatieBuckle will ultimatelysign it whole projectmain Finland officesspecific media contactswill be distributed toagencies separately

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