FOCUS: AGENCY OF THE YEAR AWARDS 2000 - Advertiser of the Year: Certificate of Excellence - Nokia gives the people what they want

<p>Category: Advertiser of the Year </p><p>Certificate of Excellence: Nokia Asia-Pacific </p><p><BR><BR> </p><p>Nokia's success in the Asia-Pacific region over the last four years has, </p><p>in large part, been attributed to a focus on satisfying the real needs </p><p>of consumers - hardly an earth-shattering insight, yet one that </p><p>worked. </p><p><BR><BR> </p><p>Nokia's strength was in listening to and ultimately responding to what </p><p>consumers wanted - technology that was user friendly (human technology) </p><p>and innovation that was relevant and accessible. </p><p><BR><BR> </p><p>When consumers wanted re-assurance that accessing the mobile Internet </p><p>(WAP) was not a complicated thing, Nokia responded with a campaign that </p><p>incorporated a simple explanation of the company's software and </p><p>hardware. </p><p><BR><BR> </p><p>When consumers wanted an answer to the "What's in it for me?" question </p><p>about 3G technology, Nokia responded with a clear campaign that was </p><p>compelling in its simplicity about delivering consumer benefits. </p><p><BR><BR> </p><p>Instead of discounting Nokia original accessories in response to pirated </p><p>goods, Nokia appealed to its customers' emotional needs for integrity </p><p>and long term brand value association. </p><p><BR><BR> </p><p>When new products were offered to the market, they were equipped with a </p><p>user-friendly interface and new features designed to appeal to the </p><p>target audience. </p><p><BR><BR> </p><p>Nokia's consistent marketing message was delivered through its product </p><p>range, multi-channel distribution system, pricing, after sales service </p><p>and a communications programme. </p><p><BR><BR> </p><p>As WAP (wireless application protocol) generated much interest - </p><p>especially with the heavy media attention and advertising - Nokia's </p><p>research indicated that there was a rapid growth in WAP awareness, yet </p><p>at the same time it suggested that consumers believed accessing </p><p>WAP-based services was cumbersome. </p><p><BR><BR> </p><p>Therefore, Nokia created a campaign with the aim of communicating to </p><p>consumers how Nokia's WAP phones made it easier to access the </p><p>Internet. </p><p><BR><BR> </p><p>The campaign was launched with one key message, "Nokia makes mobile </p><p>Internet browsing easy", portraying Nokia as the tool for easier mobile </p><p>Internet connection. </p><p><BR><BR> </p><p>It ran throughout the region in print and TV. </p><p><BR><BR> </p><p>The next topic of interest was 3G technology. Nokia exemplified what a </p><p>mobile phone would do in a series of print ads and TVCs. </p><p><BR><BR> </p><p>The campaign, which was successful in Asia-Pacific, was also scheduled </p><p>to run in Europe and Africa next year. </p><p><BR><BR> </p><p>The creative media ideas employed two approaches to bring across the </p><p>message - glimpses of the future and replacement treatment. </p><p><BR><BR> </p><p>Part of Nokia's after sales care was accessories, so Nokia embarked on </p><p>the accessories campaign driving the message on the importance and </p><p>preference for original accessories. </p><p><BR><BR> </p><p>The campaign theme was "Don't mess with an original" and was carried out </p><p>throughout the region in print, resulting in an increase in sales. </p><p><BR><BR> </p><p>Nokia also followed an integrated campaign with TVCs, print ads and </p><p>point of sale material to promote its SMS service targetted at the youth </p><p>market. </p><p><BR><BR> </p><p>A "Nokia Unplugged" concert was also held in Hong Kong, China and the </p><p>Philippines through Nokia's Asia-Pacific website to announce its latest </p><p>product and attract users to a live webcast. </p><p><BR><BR> </p><p>This was promoted with a teaser campaign running in both print and on </p><p>the Internet. </p><p><BR><BR> </p>