1) Grey NY was tasked with developing a marketing strategy for Nokia to launch a new line of mobile devices targeted at teens and young adults aged 18-30 in the US. 2) Through primary research including intercept interviews in NYC parks, they uncovered the insight that while this group feels in constant transition, phone calls from friends and family provided a sense of calm and connection to relationships. 3) Their big idea proposition positioned Nokia as helping to "propel youth on their mission for everyday wins by delivering them the strength of their foundational relationships."

1. ED KISHINEVSKY!
Senior Strategist!
Case Study: Nokia, Grey NY!
Situation:!
Nokia tasked Grey NY with development and implementation of a marketing strategy for the US launch of
a line of mobile devices aimed at teens and young adults, aged 18-30. !
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The mandate was clear - make Nokia matter to the youth market. The strategic goal was to develop an
integrated approach grounded on ‘a big idea’ proposition that would live within this group’s cultural
landscape, generate buzz, and ultimately create - inspire - demand for the brand and its products.!
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Strategic Development:!
We focused on 4 key areas to build our proposition:!
• General cultural trends!
• Insights and role of technology!
• Insights and role of mobile devices!
• Where Nokia fits in!
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Process !
At our disposal were syndicated and primary sources of information
on the audience – their behavior, their attitudes, and their
motivations; we knew about this group’s appetite for technology. We
had enough information to begin forming hypotheses. !
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Moving forward though, we were missing a key ingredient – the
emotional insight – the spark – that we could leverage into a
connection between the audience and the product.!
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To find the spark we conducted visually-documented intercepts at
several NYC parks where youth gather. !
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As we talked to youth, we found a pattern. They were on the go.
They were on the go in the city to meet friends, or go to work. They
were on the go in the sense they moved here from other cities – they
were building; there was action.!
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Very functionally, their mobile helped them to make connections in
the present space – ie meeting with friends at a certain location, and
maintain relationships with people in other places/spaces, such as
parents in hometowns, friends in hometowns, or friends in college
towns or other cities.!
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Here is where the rational became emotional..!
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2. ED KISHINEVSKY!
Senior Strategist!
Case Study: Nokia, Grey NY!
The Insight!
We noticed youth were so transitory. Not necessarily in a negative manner – it’s one of the core principals
of youth as there’s tremendous energy, excitement, action and building in their lives. The byproduct
though, is angst. All of these notes may be firsts in their lifetime – there’s going to be tension, nervousness.
But what we saw during the course of the interviews - because it actually happened – was that when the
phone rang, and it was mom or a friend, the face brightened. That connection gave a sense of calm over
their proceedings. In a very emotional way. The rational connection of technology gave way to the
emotional bond of relationships.!
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We had our nugget, our connection.!
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The Big Idea Proposition!
The task now was to create the bond with Nokia. We learned from our syndicated material youth had an
innate inner drive to ‘make it’; be stars. This could be actual stardom or stardom within their circles. This
was new, and in a sense (likely driven by their awareness of technology) a premonition of the power of the
Internet – the ability to self-broadcast. The bond for Nokia, then, would be to drive this desire for stardom.!
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Bringing the pieces together, our proposition encapsulated Nokia’s ability to propel youth on their mission
for everyday wins by delivering them the strength of their foundational relationships.!
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Proposition!
Life unrestrained drives your star !
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Creative Execution:!
TVC was the main vehicle for distribution. The agency developed three vignettes which contextually
borrowed the narrative style defined by the intercept exploration to convey the brand’s promise to propel
youth to everyday wins by delivering them their most important relationships.!
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3. ED KISHINEVSKY!
Senior Strategist!
Creative Brief: Nokia, Grey NY!
BLUE PRINT FOR CHANGE!
NOKIA YOUTH STRATEGY BRIEF!
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What's the business situation? !
Nokia is losing market share in North America. Nokia's brand perception among youth 18-30 - which Nokia
believe is the primary audience for its products - is unexcitingly neutral, flat. Compliments are backhanded:
Nokia is small. Nokia is known for phones. !
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Why are we advertising? !
We are advertising to 1) change Nokia brand perception among youth 18-30, and 2) influence them to
purchase a Nokia cell phone over competitors. !
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Who is our target audience? !
Youth 18-30 (NA, Gen Y) !
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What do we know about them that will help us? !
Youth 18-30 are at the busiest point in their lives. They're in a state of perpetual transition. For !
instance: graduating HS - going to college; sex, first apartment or dorm; making new friends, sex, new
social activities - partying/drinking/drugs, graduating college, sex, moving to different cities, !
professional job, financial self-sustainment, sex - relationships, marriage, kids. !
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Clearly they're busy. But, what's impressive is the potential magnitude of all those life happenings !
taking place in that 18-30 span. It's surely enough to overwhelm. However, we're finding that this group is
unfazed. It's business as usual, and they move freely toward their own direction. !
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They demand a communications tool that services their needs as well as extends their being. !
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What is the communications message? !
Nokia makes products that drive youth life.!
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Insight !
Youth have a feeling that they're stars, it manifests itself in how they dress, how they act. Technology has
enhanced this feeling with the likes of text, cell, im. Youth is always "ON" - their friends are the paparazzi,
and life is the content. They require material, and their communications tool(s) is their mouthpiece - their
PR person. Not only must the message be accurate, but the PR person must represent the company - their
company. !
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Proposition !
Life unrestrained drives your star !
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Support !
Nokia is already programmed into the youth segment, sponsoring e-zines, Hard Rock Live music shows
and events at Nokia Theatre.!
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What else? !
This audience is very fickle in terms of marketing attention. Friends/Word of Mouth, experiences and
entertainment are ways to connect.!
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