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