The document outlines a marketing campaign for Nokia targeting 25-40 year olds. It discusses objectives to position Nokia as a phone that serves the owner rather than the other way around. The campaign will have a unified voice to re-establish Nokia through an integrated campaign. It proposes a "Smart Phone Made Simple" proposition with a nostalgic tone. A media plan and £5,140,000 budget are allocated across TV, print, ambient, radio, website, in-store, PR and social networking channels. Creative ideas are to be developed.

1. Thursday, 19 May 2011

2. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

3. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

4. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

5. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

6. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

7. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

8. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

9. PREVIOUS
CAMPAIGNS
Thursday, 19 May 2011

10. OUR STRATEGY
Create brand awareness
Use unified voice through out the
integrated campaign
3
Thursday, 19 May 2011

11. TARGET
AUDIENCE
25 - 40
4
Thursday, 19 May 2011

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. 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.
6
Thursday, 19 May 2011

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.
7
Thursday, 19 May 2011

15. BENEFITS
Capabilities of creating personal
content that expresses their
individuality.
8
Thursday, 19 May 2011

16. TONE OF VOICE
Straightforward, uncomplicated
and BE REAL.
9
Thursday, 19 May 2011

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.
10
Thursday, 19 May 2011

18. MEDIA PLANNING
11
Thursday, 19 May 2011

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
12
Thursday, 19 May 2011

20. CREATIVE IDEA
13
Thursday, 19 May 2011

21. CREATIVE IDEA
13
Thursday, 19 May 2011

22. CREATIVE IDEA
13
Thursday, 19 May 2011

23. CREATIVE IDEA
13
Thursday, 19 May 2011