Nokia Intergrated Communications plan

Thursday, 19 May 2011

PREVIOUS CAMPAIGNS


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OUR STRATEGYCreate brand awareness

Use unified voice through out the integrated campaign


TARGET AUDIENCE

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25 - 40


PEN PORTRAIT

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Likes: Hanging out with friends and if I’m honest I’m not really bothered about following current trends. Dislikes: Celebrity culturePersonality: I have strong beliefs and am neither outgoing nor conservative. I don’t like things given to me on a plate; instead I like finding things out for myself (it makes me feel smart.) Social: On the weekends my friends and I go out for a drink or two to catch up, as during the week we’re all at work. Education: At school I was never an A* student, I was an average Joe in terms of grades. Interests: I like watching the Apprentice and The X-factor, with the occasional episode of Family guy. Admirations: I admire people who work their way up in the world.Aspirations: I want people to notice me, not for what I own but for what I can do. I don’t like restrictions and I don’t like people telling me what to do. I believe that if you work hard in life and your career you will succeed.


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OBJECTIVESThe person will own the brand, the brand will not own the person. Nokia is the practical phone which will serve the owner and support owner’s personality. Make an integrated campaign that has one unified voice that re-establishes Nokia as a brand that is different from others on the market.


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FEATURESGenerally all phones simple to use

Nokia is a practical phone. For example, for young families with little children.

“Snap a picture of the baby’s first steps” etc.


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BENEFITS

Capabilities of creating personal content that expresses their individuality.


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TONE OF VOICE

Straightforward, uncomplicated and BE REAL.


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PROPOSITIONUSP, Smart Phone Made Simple, the emotional proposition is nostalgia.

Nokia’s competitors are relying mainly on user image to create their brand identity. Nokia can offer a unique user experience that other brands do not.

SUPPORT

CAMPAIGN


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MEDIA PLANNING


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BUDGETTV - £3 000 000

Website - £100 000

Social Networking - £70 000

PR - £10 000

Ambient / Guerrilla - £50 000Print - £2 000 000

Radio - £0

In - Store - £0

Product Placement - £10 0000


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CREATIVE IDEA


Nokia Intergrated Communications plan

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