SINGAPORE: Nokia's regional campaign for the new 8310 model plays
up the extreme lengths people will go to get rid of their old mobile
phones.
The Bates-created television and press campaign shows image-conscious
people dropping their old mobile phone into a meat grinder, under a
steam roller, feeding it to a goat and so on. "It touches on a good
consumer insight because whenever something better comes out you become
very conscious of your current item," said Aris Theophilakis, Bates
regional creative director. "People - particularly those that are image
or fashion-conscious - will then instinctively want to hide their
current item, thinking that it's old fashioned; we've taken this idea to
the extreme."
The campaign, which targets 18 to 29-year olds, took at about six months
to create because Bates tested the concept in several markets to ensure
it resonated with consumers across Asia.
