Nokia Mobile Phones, the world's No. 1 wireless handset maker, today unveils the first elements of a $20 million to $25 million fourth-quarter marketing push.
The multifaceted campaign includes TV and print advertising, product placements and national promotions.
Nokia's biggest-ever effort revels in the playful, fun side of its brand in new TV spots breaking tonight, setting the stage for a Sugar Bowl blast in January.
New TV commercials and print ads for the Finnish marketer by the Richards Group, Dallas, highlight that Nokia has a phone for everyone to express his or her own unique individuality and depict the depth and breadth of the company's product assortment.
One spot showcases different personalities, including a fashion-able woman applying red nail lacquer as she reaches for her crimson-colored phone; a teen-age girl, grinning through a mouth full of metal, cradles a silver phone; and a bald middle-age male emerges from a pool to retrieve his sleek chrome-colored 8800 phone, a high-end model.
"We wanted to show real people who are a little eccentric," said Debra Kennedy, director of consumer marketing. "Every one of the scenes depicts the type of person who would own the phone."
Ms. Kennedy said that while awareness of Nokia's products and its brand is quite high, "We are in a new stage in development of the brand and now we want people to understand what Nokia is all about--our personality."
TV runs through December on network and cable.
On Sept. 13, all four spots will run throughout Fox's Emmy awards telecast, and the marketer has supplied the new high-end 8800 Series phones to nominees and presenters for increased exposure.
Nokia is placing free-standing inserts in Sunday newspapers on Sept. 12 to hype the show.
SWEEPSTAKES BACK PRIME TIME
Further extending its relationship with ABC, which will air the "Nokia Sugar Bowl National Championship Game" college game, the company is sponsoring "The ABC Nokia PremiereConnection Sweepstakes," a watch-and-win sweepstakes on Sept. 21 tied to ABC's Tuesday night prime-time lineup. On-air promos flagging the contest hit Sept. 7, with magazine and newspaper ads following.
Nokia also is launching the "Road to No. 1" sweepstakes, its biggest national promotion to date revolving around fans of the 2000 Sugar Bowl.
The broad-based retail promotion, via Omnicom Group's Marketing Arm, Dallas, allows purchasers of Nokia phones in specially marked boxes to enter a sweepstakes.
Network TV spots supporting the massive sweepstakes break on Oct. 21; print and radio also are planned.
1ST GENERATION Y PITCH
Nokia, currently weighing tie-ins with no fewer than 10 feature films, is devising its first-ever Generation Y marketing initiative, likely to involve a sponsorship and public service component.
Ms. Kennedy said a program would be launched in late October or early November.
Product placements also are planned for TV programming, including Fox's "Ally McBeal" and "Time of Your Life," and ABC's "The Practice" and "Spin City."
Copyright September 1999, Crain Communications Inc.