The mobile phone industry has seen some of the most rapid developments in the past 20 years. It is constantly evolving and reinventing itself with new ways for us to interact with brands and services. It can be argued that mobile phones have become the centre point connection to our lives.
The past few years have seen Nokia’s brand presence in the mobile phone industry deteriorate and fade into obscurity, being blown out the water by the iPhone’s, Androids, Sony Ericson’s, Blackberry’s and numerous other mobile phone brands.
Nokia, in an effort to rejuvenate and refresh its brand has launched a high impact marketing campaign with a well thought out strategy. They have confirmed rumours that they intend to launch the 900 in the first quarter of the New Year as their premier flag ship product, which will put the Lumia 800 in second place.
Most mobile phone advertisements focus on the features/functions of the product or the aspired groups using them. The Nokia 800 advert only shows the phone in the last few seconds of the video as a stand-alone piece. This exudes their strategy. The entire advert focuses on selling Nokia as a brand as apposed to selling the phone.
Using an increasingly popular approach within other markets, the style of the advert emphasises the notion of the freedom of creativity and individuality, even within groups or actions that seem mainstream and everyday.
The sharp, bright square modular design, that is the key stylistic differentiator between other phone brands also provides a fresh projection of what apps and functions mean to people. While most brands focus on what the apps can help you to do as an individual through their actual function, the end of this advertisement projects an alternative outlook. The 7 separate micro-environments from 7 different individuals, come together on the phones interface, giving the impression that this phone is truly social entity that gives you the means to access, connect and experience a snap shot of other peoples lives.
The Nokia Lumia 800 advert is a positive strategic step for Nokia as a brand and it will be interesting to see how consumers will respond in 2012.
