Nokia was established in 1865 and is a major mobile phone manufacturer. It released its first cell phones in 1988 and was a key developer of GSM technology in 1992. The document discusses several Nokia phone models, including the Lumia 1020 which has a 41 megapixel camera, 32GB storage, and runs the Windows operating system. It also provides details on the Sony Xperia M4 Aqua, Samsung K Zoom, and iPhone 6. The target market for the Lumia 1020 is described as adventurous photography enthusiasts aged 18-37 who are interested in well-designed technology. A creative brief is presented to develop an advertising campaign around the Lumia 1020's high quality camera.

1. Felisia Andrade

2. Nokia established in 1865 by Fredrik
Idestam and Leo Mechelin
CEO – Rajeev Suri
Nokia’s first mobile car
Cell phones released 1988
The company’s net sales for 2014 were
12.5 billion
Networks and technologies
The key developer of GSM in 1992
(global system for mobile commutation )
With our deep experience in
connecting people we are ready for
a new world of technology.-Nokia

3. Featuring 32 GB internal storage + Cloud storage
Polycarbonate material
Strong , durable, concrete structure
41 megapixel camera
Ziess Camera
Window’s 8 processing system
Internet Explorer browser
Co -branding Nokia with Microsoft
Crotana; a new personal assistant
A valuable price of $300

4.  1 GB RAM
 Cloud storage
 8 megapixel camera with
dual LED flash
 iMovie Maker
 Time-lapse
video/video sharing
 picture-taking during
video recording
 $550-650 price range;
offered with a 16 GB or
64 GB internal hard
drive
 Waterproof
 2GB ram
 13.1 megapixels
 16 GB internal storage
with option for a
mircoSD card
 Android phone
 Price range is $260-
300
 2GB RAM
 8 internal storage
 20 megapixels
Camera – 2
megapixels front
facing camera
 Android phone
 Price ranges from
$260-350
Sony Xperia M4 Aqua Samsung K ZoomI phone 6

5.  Strengths
 Well establish name in the market
 Holds its value
 Easy to use and understand-
simplicity at its finest
 Reliability, durability and creativity
 Global expansion
 Weakness
 Enter the Smartphone market a
little late
 Individuals built brand loyalty
 App store lacks options
 android and I-store offer more
 Other rivals are always
innovating new ideas
 Opportunities
 Known for camera development
 Teamed with Ziess
 Co-branded with Microsoft
 Able to expand the range of
product’s offered
 Bring on new features and
applications to Window phones
 Camera sales down 38% as of
2014
 Threats
 Strong competitors with brand
loyal consumers
 Technology is changing
 Smartphone's are in their peak

6.  Go-getters, thrill
seekers
 Adventurous
 Photography
enthusiasts
 Well Organized
 Well put together
 18-37 male and females
 College educated, middle
class
 Interested in well designed
technology
 Millennial’s that follows
trends

7. Creative Brief
1 2/1 5/201 5 • Felisia Andrade • Nokia 1 020
1. WHAT IS REQUIRED?
Develop an advertising campaign concept that will be used
in TV, print, online and social media for the Nokia Lumia
1020.
2. WHAT IS THE OPPORTUNITY AND/OR PROBLEM THAT WE MUST ADDRESS?
Consumers use Smartphone’s more, the less they carry a
camera on them. Nokia Lumina 1020 offers a clear view
with a crisp image quality that no other competitor offers.
3. WHAT IS THE ROLE OF THE COMMUNICATIONS?
We need to enlighten this age group on the convenience
Nokia’s window phone and how easy it is to combing work
with personal all at the finger tip.
4. WHO ARE WE TALKING TO? WHAT INSIGHTS DO WE HAVE?
They are artistic and love to express their individualism.
They enjoy embracing the moment and capturing the
memories.
5. WHAT SINGLE-MINDED RESPONSE DO WE WANT?
The Nokia Lumia 1020 allows me to be seen and heard.
6. WHAT PROOF CAN WE PROVIDE TO HELP SUPPORT THIS?
It stands out from the rest and delivers a sense of question
to your peers. The phone offers such a unique design that
leaves people questioning, was that a phone or a
professional camera. It is both; professional lifestyle with
the convenience of a phone.
7. STRATEGIC CONSIDERATIONS
All ads should include highlights of Windows programming
and ZEISS technology, name of the device, and the logo.
8. WHAT ASPECT OF THE BRAND PERSONALITY SHOULD THE ADS EXPRESS?
The ads should be creative, trendy geared towards the
younger professionals. The ad should communicate the
importance of the programming and technology as well as the convenience that it offers.

8. Focus on your vision

9. Window’s open for endless possibilities

10. Magnify your Life

14. Mega life:30 TV
Nokia and Lumia 1020
Female 1: Hey guys look at this East
Coast fashion show , I think it’s
from last week.
Female 2: Are you sure this was last
week?
Guy 1: I believe so…
Female 3: This event is actually
live!?!
Guy 2: How are the pictures and
video uploading instantly?
Guy2: Look at this photo! Is that
skirt all Smartphone's?
Female 2: What phone is that? Announcer: The Nokia Lumia 1020
the only Smartphone with a 41 Mega
pixel camera with live streaming
and photo action.
Found at
AT&T
A group of fashionable professionals on their laptop watching Northeast style
week. They are confused when the show had taken place. To the individuals
surprise the show is about the Nokia Lumia 1020. The scene goes to the fashion
show and there is the photographer streaming the show live while taking pictures,
and instantly uploading.
Storyboard Concept

15. The shutter to the Soul
Digital Advertisement
Nokia and Lumia 1020
Banner Description: As the mouse goes over the digital advertisement the
shutter starts to close and open. Then it shows a funny picture .
Digital Advertisement
Look into your
Camera…Ready… Smile and say Cheese
Stop monkeying around.
Go get your Nokia Lumia 1020
at AT&T!
(Shutter sound open and closing)

16. MegaLife
MegaLife
#eyeontheprize
MegaLife
 Upload pictures
 Stream live and videos
 Host web/video conferences
 Hashtags and blogging
Integrated social network platform with a Microsoft application
Allows users to interface with the Nokia Lumia 1020 users
MegaLife.com