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Marketer: Nokia

Agency: Bates Advertising, Singapore

Nokia brings in the clowns to promote cellphones as the ultimate entertainment device

[Singapore] Nokia is playing up its emphasis on entertainment and gaming applications in Asia with a colorful TV spot starring a group of clowns. In mock military style, the clowns are parachuted into a field to entertain a bored man who is waiting for a bus on a desolate rural highway.

The clowns are a metaphor for Nokia's willingness to go all out to amuse customers with games and other entertainment features on mobile phones, recognizing that for many young consumers the phone is quickly becoming their main multimedia device. The "Making Entertainment Mobile" campaign was created by WPP Group's Bates Advertising, Singapore, and will also air in Malaysia, Thailand, the Philippines, Indonesia, Australia, New Zealand and India with Web support from a site ( Nokia's innovation in mobile gaming started with a popular game, Snake.

Pasi Jarvenpaa, Nokia's Singapore-based director for mobile-phone marketing, Asia/Pacific, predicts that mobile phones eventually will offer all the benefits of a TV, radio, video player, laptop with Internet connection, digital camera and calendar combined into a single pocket-sized mobile device.

"Consumers will be able to experience for themselves rich content in entertainment areas such as sports, music and infotainment on their mobile devices," he said.

Nokia, for example, already sponsors soccer on ESPN STAR Sports in Asia, providing on-air and online promotions via Nokia phones for Asian soccer fans. Nokia also teamed up with Fremantle Media Licensing Worldwide, which distributes local Asian versions of the "Idols" TV series ("American Idol" in the U.S.). Viewers in Singapore, Malaysia and India can vote for favorite contestants, get news updates and trivia and even view uncut, never-seen-before video footage about their Idols on their Nokia phones.