Nokia Intergrated Communications plan

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Nokia Intergrated Communications plan

  1. 1. Thursday, 19 May 2011
  2. 2. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  3. 3. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  4. 4. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  5. 5. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  6. 6. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  7. 7. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  8. 8. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  9. 9. PREVIOUSCAMPAIGNSThursday, 19 May 2011
  10. 10. OUR STRATEGY Create brand awareness Use unified voice through out the integrated campaign 3Thursday, 19 May 2011
  11. 11. TARGETAUDIENCE 25 - 40 4Thursday, 19 May 2011
  12. 12. PEN PORTRAIT Likes: Hanging out with friends and if I’m honest I’m not really bothered about following current trends. Dislikes: Celebrity culture Personality: I have strong beliefs and am neither outgoing nor conservative. I don’t like things given to me on a plate; instead I like finding things out for myself (it makes me feel smart.) Social: On the weekends my friends and I go out for a drink or two to catch up, as during the week we’re all at work. Education: At school I was never an A* student, I was an average Joe in terms of grades. Interests: I like watching the Apprentice and The X-factor, with the occasional episode of Family guy. Admirations: I admire people who work their way up in the world. Aspirations: I want people to notice me, not for what I own but for what I can do. I don’t like restrictions and I don’t like people telling me what to do. I believe that if you work hard in life and 5 your career you will succeed.Thursday, 19 May 2011
  13. 13. OBJECTIVES The person will own the brand, the brand will not own the person. Nokia is the practical phone which will serve the owner and support owner’s personality. Make an integrated campaign that has one unified voice that re- establishes Nokia as a brand that is different from others on the market. 6Thursday, 19 May 2011
  14. 14. FEATURES Generally all phones simple to use Nokia is a practical phone. For example, for young families with little children. “Snap a picture of the baby’s first steps” etc. 7Thursday, 19 May 2011
  15. 15. BENEFITS Capabilities of creating personal content that expresses their individuality. 8Thursday, 19 May 2011
  16. 16. TONE OF VOICE Straightforward, uncomplicated and BE REAL. 9Thursday, 19 May 2011
  17. 17. PROPOSITION CAMPAIGN USP, Smart Phone Made Simple, the emotional proposition is nostalgia. Nokia’s competitors are relying SUPPORT mainly on user image to create their brand identity. Nokia can offer a unique user experience that other brands do not. 10Thursday, 19 May 2011
  18. 18. MEDIA PLANNING 11Thursday, 19 May 2011
  19. 19. BUDGET TV - £3 000 000 Print - £2 000 000 Ambient / Guerrilla - £50 000 Radio - £0 Website - £100 000 In - Store - £0 PR - £10 000 Product Placement - £10 0000 Social Networking - £70 000 12Thursday, 19 May 2011
  20. 20. CREATIVE IDEA 13Thursday, 19 May 2011
  21. 21. CREATIVE IDEA 13Thursday, 19 May 2011
  22. 22. CREATIVE IDEA 13Thursday, 19 May 2011
  23. 23. CREATIVE IDEA 13Thursday, 19 May 2011

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