The new software allows Nokia users to download information stored on their phone to a PC, which can then act as a back-up for their personal details, including phone numbers and associated details, music and wallpapers.
Spearheaded by a thematic TVC which parallels scenes from the Hollywood blockbuster starring Tom Cruise, the spot opens with a man losing his mobile phone. Distraught over losing the details of family and friends, along with his phone, the man rushes to the nearest police station to report the loss.
Spearheaded by a thematic TVC which parallels scenes from the Hollywood blockbuster starring Tom Cruise, the spot opens with a man losing his mobile phone. Distraught over losing the details of family and friends, along with his phone, the man rushes to the nearest police station to report the loss.
The policewoman moves computer images around a large transparent screen with her hands, and in an attempt to calm the man, introduces him to the Nokia PC Suite software. "We ride on the crisis (that happens) when people lose their phones and contact with the outside world," said Ruby Or, general manager of Lowe Hong Kong, which produced the spot. "It's a strong visual demonstration of the crisis and how the product comes in as a solution and as a reassurance to Nokia users."
The campaign also comprises a significant online burst, where consumers can visit a microsite linked to Nokia's main page, and download the software along with a demonstration of how it works. The software is also available to consumers who purchase a Nokia phone during the promotional period.
The campaign was launched this week and will run until the end of October.
