Nokia Debuts TV Ads For E7 Smartphone
Nokia's recently announced alliance with Microsoft to help take on both Apple and Google in the smartphone market won't produce jointly developed phones until next year. Until then, Nokia is still pushing its latest Symbian-powered smartphones, like the E7.
To that end, the company kicked off a global campaign for the device that began shipping last month and is aimed mainly at business users with a slide-out keyboard and Microsoft Exchange pre-installed. While previously billed by Nokia as the "ultimate business smartphone," the new campaign created by Wieden + Kennedy Amsterdam promotes broader consumer embrace of the phone.
Built around the tagline "Success is what you make it," the TV spots launching showcase a variety of E7 users, from a young female commuter in what looks like Hong Kong to a pair of male-bonding Finns at a rustic alpine sauna to a group of young game-players using the device's HDMI input to play a car-racing game on a large living-room screen. These and other scenes are set to a jangly rock soundtrack provided by English indie band Lovvers.
The message: the E7 is young, hip and fun, and accomodates a variety of uses. The campaign launches with a series of 15-, 30-, 45- and 60-second TV (and in-cinema) commercials that will expand with a two-tier print effort. The first set of print ads will highlight the features of the product through headlines tied to the E7 and different definitions of success. A second group of print ads will feature different lifestyles, "focusing on small human success stories," according to a Wieden + Kennedy release.
Avi Greengart, who leads consumer device research at Current Analysis, said Nokia has always built its top phones for both consumer and business users. "And the E7 is their flagship device for now, so they have to sell it as broadly as possible," he said.
Working with the agency's Amsterdam office on the E7 effort were R/GA London (digital), 1000heads (word-of-mouth), Hyper happen (activation), KLP (retail), JWT (adaptations) and Wunderman (B2B).
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Nokia Debuts TV Ads For E7 Smartphone"
Leave a Comment