Global Company Breaks Through U.S. Market As Nokia's
Brand-Building Campaign Continues
Nokia to reach existing and new consumers in 1998 through TV, print and
sponsorship events
IRVING, Texas--(BUSINESS WIRE)--Dec. 18, 1997-- Few global brands have successfully
entered the U.S. marketplace in the 1990's-Nokia is one of them.
Already a household name in Europe, the Finnish- based company has, according to market
research, become one of the strongest wireless brands in North America in both brand awareness
and image.
Since its 1994 introduction as the first Finnish company to be listed on the New York Stock
Exchange, Nokia has recognized continued growth. Their new national brand-awareness and
product campaign, which debuted fourth quarter of 1997, further supports the company's
commitment to the U.S. market and is considered to be the largest major consumer advertising
investment in the U.S. ever for Nokia.
Mobile phone advertising for the industry has traditionally been engineering driven, focused largely
on technology. With its new branding campaign philosophy, Nokia, an industry pioneer, has chosen
to differentiate itself through an awareness of its products -- portraying their technology through
innovation and functionality or ''human touch'' in a variety of media. Additionally, brand recognition
support continues for the company through the Nokia Sugar Bowl, held annually in New Orleans,
and the newly announced title sponsorship of The Nokia FIS Freestyle World Cup 1997-1998.
Developed by Dallas-based The Richards Group, the company enlists both brains and beauty --
film technology leader, George Lucas' Industrial Light and Magic Studios (ILM) and Supermodel
Niki Taylor -- to create the campaign, a three-part series using both print and broadcast. The new
Nokia advertising campaign, based on functionality and style, supports the message of ''inspired
technology with a human touch'' by citing common product frustrations and leveraging Nokia
''discoveries'' as the solution.
Gary Gibson, creative director at The Richards Group said that during the initial brainstorming the
agency 'discovered' that the differences setting Nokia apart from its competition are all common
sense -- large displays, usability and a comfortable feel -- and strove to support this message for
Nokia's campaign. ''Our task was to drive the 'discovery' idea and produce a vibrant creative
message that reflects this innovative company's achievements,'' Gibson said.
To create the memorable yet technologically correct images reinforcing the 'discovery' concept,
The Richards Group enlisted the imaging expertise of ILM Studios -- known for such films as Star
Wars, Forrest Gump, Jurassic Park and Contact. The result, a three-part series utilizing ILM's
imaging technology. In the first commercial, images include stop-motion photography on a working
typewriter to enforce the ''easy to read text '' message. The second spot features a pair of hands
emerging from a two-dimensional drawing, enforcing the concept of Nokia's human touch; and the
third contrasts the problems many people encounter programming a VCR to the user-friendliness of
a Nokia phone. The spots target a national audience, specifically adult women 25-49, and can be
seen on both cable and broadcast network programming.
''As one of the top suppliers of wireless handsets in America, we know people like Nokia phones,
but what we have found is that they just don't always know why,'' said Matt Wisk, Nokia vice
president, Customer Marketing. ''Our campaign explains the ''why'' as viewers discover the
benefits of Nokia.''
The Richards Group also has introduced a national print campaign for several Nokia products --
including its recently launched Nokia 252 phone -- using Supermodel Niki Taylor. The inspiration
to associate a supermodel with a high-technology product spawned from Nokia's design team who
identified that the best representative for a style-oriented, fashionable phone would be a fashion
model. Taylor was Nokia's top choice because of her wide demographic appeal, her high
recognition/visibility and limited product association. |
