The regional campaign will feature Shakira in print and broadcast advertising, scheduled to launch in March. It will also include Internet sponsorship, point-of-sale support and Shakira-imaged merchandise available through Nokia resellers.
Shakira is a 22-year old singer-songwriter who is popular throughout Latin America. She has produced two albums to date.
The campaign is aimed at raising brand awareness and preference among Latin American teens and young adults. Consumers aged 12 to 35 account for more than 35% of all cellular phone purchases in the region, according to Nokia.
Tampa, Fla.-based Peak/Biety Advertising + Marketing is handling.
In addition, Nokia will sponsor Shakira's upcoming Latin American tour beginning in March 2000. The singer will visit nine countries: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama, Peru and Venezuela.
Concert venues will have Nokia-sponsored tent areas with interactive kiosks featuring products and games such as Memory and Snake, which are popular additions to Nokia phones.
Copyright November 1999, Crain Communications Inc.