Nokia brand client brief

Reviving Nokiaand making it more present and desirable in the phone market

NOKIA

Project: Reviving Nokiaand making it more present and desirable in the phone marketBrand: NOKIAContact: Keilalahdentie 2-4, P.O. Box 226, FIN-00045 Nokia Group, Finland, Tel. +358 (0) 7180 08000, Fax. +358 7180 34003Account Manager – Garry HendryAccount Planner – Katie Buckle

project managementkey details

NOKIA

1987 - Nokia introduces one of the world's first handheld phones, the Mobira Cityman 900.

May 2007 - Nokia announces Nokia 1100 handset launched in 2003, with over 200 million units shipped, is best-selling mobile phone of all time

world's top-selling consumer electronics product.

worlds best selling mobile phone brand

where are we nowhistory brand campaigns phone

5th globally - 12% jump in brand valueone of the most loved and admired brand in the world – winning consumers hearts, products people fall in love withthe uncomplicated desire to connect simply beautiful objects that simply workto observe

where are we nowhistory brand campaigns phone

it's not technology, it's what you do with it

where are we nowhistory brand campaigns phone

the essence of the brand needs to be reflected in everything the company does

where are we nowhistory brand campaigns phone

where we want to bebig idea smart target markets online market presenceWe seek to revive Nokia to the trendy brand it once was, by making it a brand that is much more present and desirable in the phone market.

refine target markets and segmentationbetter online presence and interactivityestablish a new market position

where we want to bebig idea smart target markets online market presence

specifically reaching out to the biggest market tailoring to their needs will make this new market achievable monitoring market share will make the objective measurableobjectives met by second quarter of 2012

where we want to bebig idea smart target markets online market presence

Nokia needs to re assess existing media channels for new target marketspecifically be relevant and have prevalent presence online via interactive campaignachievable via utilising Nokia website and other digital mediameasured via online sentiment and greater or less conversion rates.

where we want to bebig idea smart target markets online market presence

specifically go head on with competitorsachievable through marketing communications and new product designs measured via consumer insight (e.g. questionnaires post second quarter of 2012)

where we want to bebig idea smart target markets online market presence

strategic partnership with Microsoft1 WP7 device Q4 2011, 12 devices 2012

what are we doingpartnership experiential campaign

focus on the experientialrenewed focus on corporate disruptionjoint marketing with Microsoftconnecting people

what are we doingpartnership experiential campaign

television/filmposter/billboardinstore pop displaysonline

what are we doingpartnership experiential campaign

current audiencebudget sensitive professionalsyoung opinion formersNokia vs. Blackberry/Apple

who we’ll talk totarget markets

awareness of WP7 on Nokia devicesreport on progress of brand values awarenessthoughts on corporate values

judging the campaignvideo instore online techincal

judging the campaignvideo instore online techincal

mystery shopperspartnerships with retail chains

conversion rates on advert click-throughsblogosphere sentimenttwitter/facebook mentions

judging the campaignvideo instore online techincal

market penetration vs. WP7 competitorsmarket penetration vs. other OSsdemographic data from Microsoftmeasured by independent groupsinterim report Q2 2012

judging the campaignvideo instore online techincal

North America / EEA budget - ~£113minterim report Q2 2012interim Report Nokia World 2012 (November)full report due early 2013existing WP7 brand guidelinesno mention of other handset manufacturers

practicalitiesimportant details

£

Account Planner – Katie Buckle will ultimately sign it whole projectmain Finland offices

specific media contacts will be distributed to agencies separately

approvalssign off

£