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Nokia 2014 Campaign

A repositioning ad campaign proposal for Nokia complete with market research, a creative brief, and a mock up advertising campaign.
by

chloe maguigad

on 28 March 2014

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Transcript of Nokia 2014 Campaign

Brad DeMarchi
Chuck Kaminski
Chloe Maguigad
Vivian Orozco
Celia Sanchez

Creative Brief
Problem
Consumers still perceive Nokia phones as the "indestructible brick phone" rather than the new innovative programming available.
Target Audience
young, 18-24 yr old
tech-savvy
modern
on-the-go
multitasker
social media user
creative
adventurous
music lover
Consumer Insight
If the consumer knew how up to date and
modern
Nokia is in 2014, they would buy the Nokia phones.
Brand
Imperatives
Communication
Objective
Consumers should see Nokia in its modern image - a fun, creative brand that is always developing innovative ideas ahead of its time.

Selling Idea
Nokia offers great programming and software which allows a user to function better with their daily tasks including an upgraded camera for those interested. 

Support
Creative Direction
youthful
fun, comical
modern
invigorating
refreshing
futuristic
Media Imperatives
Multimedia/Social Media
TV
YouTube
Vine
Twitter
crowdsource a hashtag
mobile app ads
Print
magazines
Seventeen
Sports Illustrated
People
over 50% of 100 surveyed identified Nokia as the "indestructible brick phone" with the "Snake game"
Nokia phones today:
owned by Windows/Microsoft
preloaded with Microsoft Office 360
41 MP camera
20GB storage + 100GB for in-store purchases
agree that Nokia’s advertisements appeal to them and their lifestyle
Lifestyle
22%
38%
HUGE area of opportunity
are indifferent
40% disagree or strongly disagree
Would Nokia help consumers with
day-to-day activities?
of respondents do not believe Nokia can manage their day-to-day
+50%
+28%
22%
Strongly agree or Agree
Indifferent
AGAIN, this is our target
Thoughts about Nokia
of respondents manually entered that Nokia appeals to non-smartphone users/older people
13%
of respondents directly mentioned the old
Nokia phones - "indestructible", "Brick",
"the Snake game" all came up
+50%
of respondents' first thoughts about Nokia are
either OLD, BRICK, OUTDATED, or DID NOT KNOW THEY STILL MADE PHONES!
63%
WHY?
Consumers don't know about Nokia's new products!
Is Windows
hurting?
31%
30%
38%
of respondents want more features to compete with Apple and other Android devices
of respondents do not know of Nokia's current advertising
want more advanced technology or Android
of 100 respondents:
Objectives:
raise awareness of Nokia Lumia
5% reach increase of audience
2% increase in gross impressions
3% increase in sales
done by end of June 2014
Media Plan
30 second ad:
versatile and transitional for other platforms
30 sec Youtube ad - VEVO music videos
30 sec TV ad - Awkward/Teen Wolf on MTV
Print ad
2 versions
clean, simple design
compares common misconception of Nokia and what it is now
magazines
Seventeen
Sports Illustrated
Newsweek
People
Social Media
6 sec ad - Nokia Vine Page
Twitter - unique hashtag "#NokiaEvolution"
crowdsource images of Nokia users with brick phones vs now
Sponsorships
mobile apps similar to Snake
videos related to Snake mobile game
Face to Face
prank segment
Mini Focus Group
7 Tech-forward people, all early 20's
None owned Nokia - Why?
"I've gotten used to Android. Windows needs to stand out."
When shown integration with XBox, 4 of 7 got excited because they played console video games.
1:1 Microsoft Representative
"I honestly don't know anything about their new phones."
"Current ads are NOT working! I don't care about attack ads. Do something original."
All did not know how easy Microsoft Office was integrated. And FREE. That was key.
Nokia still thought of for original mobile phones with changeable face plates.
Yet, only 1.8% of all phones sold in February at one of the largest wireless providers was Windows based
- AT&T
YouTube video on Nokia channel/possible TV ad
Times Square, NYC
interview strangers
tell them old brick Nokia phone is the latest/newest of 2014
introduce Nokia Lumia
Nokia products:
Nokia Lumia 1020
Nokia Lumia 2520
"Nokia" title in Nokia Pure font
call to action:
stores selling Nokia product
website
twitter (hashtag of campaign name)
"Windows Phone" in Segoe font
Windows logo
call to action:
Windows website
"Microsoft" in Segoe font
Microsoft logo
-Amanda Mears
Full transcript