Nokia’s first TV commercial will start to air shortly, but will it convince the masses?
“The Amazing Everyday” is Nokia’s grand focus on its massive marketing campaign this holiday season. Its first TV commercial will air in the UK shortly and is aimed at those in their twenties. The handset maker has been teasing its Lumia series of Windows Phones for the past couple of weeks on UK national TV. Nokia has now started to take over websites, newspapers and TV screens in a massive advertising blitz. Nokia appears to be spending Microsoft’s £20 million ($31 million) of funding wisely to promote their new Windows Phone 7.5 devices. The colorful and enticing adverts are a stark contrast to Microsoft’s first attempts to woo Windows Phone customers last year (video) which failed to impress average consumers.
London independent agency Inferno Group is behind Nokia’s launch campaign for its Windows Phones. The company is producing materials for Europe whilst Nokia searches for a U.S. marketing team in preparation for a launch in early 2012. Ad Age managed to obtain a copy of the brief where Nokia is focused on an “Amazing Everyday” marketing approach. “Hidden away in the everyday landscape are billions of little adventures,” the brief says. “And the new Nokia with Windows Phone makes it easier to find them, to take part in them and to share them.” Nokia’s approach brings a cool feel to Windows Phone and will drive a strong awareness amongst smartphone customers this holiday season.
Do I think it will convince the masses? Maybe not initially but the awareness it will create and the “cool” factor could see more people consider Windows Phones this holiday season. It’s going to be a difficult proposition against already established iPhone and Android devices, especially given the similar prices points, but this is just the beginning of a marketing campaign that will run globally and that Nokia hopes will allow it to win over the U.S. market. The important thing that Nokia brings to the Windows Phone table is the impressive reach, brand and hardware. The marketing campaign has no chance of failing either way, awareness is a powerful thing.