Nokia TVC strikes entertaining note

The campaign, themed 'Making entertainment mobile' is an extension of last year's branding push and illustrates the company's innovation in mobile technology and its tie-up with content owners to deliver entertainment services to consumers. Developed by Bates Advertising, with media handled by ZenithOptimedia, the TVC is targeted at consumers aged 16 to 30 and uses clowns to demonstrate how the Nokia brand has become "ubiquitous with mobile entertainment", providing instant relief for bored consumers in the palm of their hands. Pasi Jarvenpaa, Nokia's director for mobile phones marketing, Asia-Pacific, said the mobile phone had evolved from the simple 'Snake game' to offering rich content. "A 'Delta Force of clowns' was used to dramatise this point, going to all lengths to bring entertainment to the man who is bored at a bus stop," she added. As part of the campaign, the brand has launched a website at www.be-entertained-anywhere.com, featuring behind the scenes footage of the TVC, which will air on cable and terrestrial channels in Asia-Pacific (excluding Greater China, Japan and Korea). Nokia has also signed sponsorship deals with ESPN for English Premier League Soccer and Fremantle Media for its Idol series in Singapore, Malaysia and India. The brand was also a major sponsor of past American Idol shows. Jarvenpaa added: "Among the fun things viewers get to do with their Nokia mobile devices is to fully interact with the Idols series through their mobile phones. Viewers will get to vote for their favourite idols, share personalised pictures on-screen during on-air broadcast for the programmes and do much more." The brand will also offer Idol merchandise at Nokia retailers, as well as various downloads. The ESPN sponsorship, meanwhile, will include the launch of an interactive magazine-style talk show, Football Crazy, looking at the lighter side of football matches.