Nokia takes lust for new models to the extreme

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