Nokia finally launched its long-awaited Windows Phone yesterday and CEO Stephen Elop has promised ads for the new device will make a big splash in Europe during the holidays.
Mr. Elop said yesterday that marketing spending for the new phones will triple that of prior product launches, especially thanks to carriers' support in the phone's six European launch markets. In 2009, Nokia spent $147 million in media spending in Europe, a little more than half its global budget, according to Ad Age DataCenter.
But, as Ad Age reported early this week, the largest smartphone market, the U.S., won't be seeing any marketing until 2012. Nokia said it will ship the new phones, dubbed Lumia, to the U.S. next year.
London independent agency Inferno Group won the launch campaign for the Nokia Windows Phone early this year and was behind the new spot. Nokia is currently looking for a digital agency in San Francisco to extend "Amazing Everyday" to the U.S. for 2012.
The Lumia campaign in Europe, "Amazing Everyday," is targeting 25-year-olds in hopes that young consumers will spread the Nokia gospel after months and months of the leading global manufacturer ceding market share to high-end devices from Samsung and Apple and low price-point Chinese devices.
The two Lumia devices are the first fruit from a partnership between Microsoft and Nokia, which was designed to give the software-maker wider distribution of its late-to-the-party mobile operating system Windows Phone and the handset-maker an updated smartphone platform to compete against market leaders Apple and Google. (Of course, both iPhone and Android devices saw a meteoric rise after catching on in the U.S. first.)
Big -spender Microsoft will kick in marketing money for the Nokia handset as part of the partnership agreement, too, according to a transcript of executive comments to analysts Wednesday.