Nokia takes lust for new models to the extreme

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.

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