Company chiefs say the newest ‘fashion phone’ - following last year’s Coco L’amour series - is modelled after the shape and refracting angles of diamonds, borrowing design influences from jewellery, clothing and architecture.
Using these concepts, participants from Beijing, Shanghai, Guangzhou and Chengdu were asked to take their own photos of the phone using diamond and fashion motifs and upload them to Nokia’s website during the ‘Explore fashion’ phase of the push.
The uploaded photographs were viewed by site users and used as inspiration for new works by an artist from the Beijing group Unmask; Shanghai-based fashion designer Qiu Hao; product designer Shi Chuan in Guangzhou; and painter Gao Yu from Chengdu. The best photos won 7500 Prism phones, and the artwork will be exhibited during Nokia roadshows running until the end of this month.
“Fashion phones are successful in the Chinese market because some audience segments look for a phone with multiple functions, while others look for more stylish phones which represent themselves,” said MediaCom Greater China managing director Winnie Chan.
“They’re style leaders and style seekers, and I think most of the Chinese aspire to these kinds of items.”
Nokia enlisted MediaCom and Ogilvy PR China to develop the promotion, which was advertised on Travel Satellite television, Modern Weekly magazine and on the Sina website.
A broader regional advertising campaign also ran in Hong Kong, India, Malaysia, Singapore, Taiwan, Thailand and Vietnam.
The 7500 Prism is the latest of a stream of telecommunication products that target China’s most style-conscious buyers, including the Motorola K1 and Motorola 3; LG KG77; and the Samsung X828, E908 and D848.
The campaign is a new direction for Nokia, which has used interactive promotions in the past that were not based on art or fashion, Chan added.
