Nokia launches biggest ever campaign in Asia

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SINGAPORE -- Nokia is introducing three print ads and four television spots through the end of July in Asia Pacific as part of an on-going brand awareness drive that company officials say is the company's largest and most extensive ad campaign ever run in this region.

The new ads, created by Bates, Singapore, will run in China, Hong Kong, Taiwan, Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, India, Australia, and New Zealand. Zenith Media is handling media buying.

Elements were adapted for execution in some markets, such as China, to "ensure local relevance," says communications general manager Suguna Madhavan.

The campaign focuses on the benefits of the company's "human technology" philosophy and demonstrates Nokia's effort to strengthen its brand presence in some of the world's fastest growing telecommunications markets.

"At Nokia, we design products based on our observations of human behavior," says Nigel Litchfield, senior VP of Nokia Mobile Phones in Asia Pacific. "Over and above the single common need to be connected, consumers want products that adapt to their own lifestyles and respond intuitively to their personal needs."

In one TV spot, every day items such as a spoon, chair, car or building are shown as more than just functional objects, but as crafted, beautiful objects of desire, emphasizing the importance Nokia places on stylish design.

Another ad for the Nokia 9110 Communicator shows that even in a countryside retreat in the middle of a power failure, it's still possible to send and receive faxes and emails with Nokia's all-in-one communications tool.

A TV spot for China, meanwhile, depicts two people who meet for a football game thanks to the Chinese-language short messaging capabilities of Nokia phones.

"This advertising campaign characterizes the many ways in which Nokia's `human technology' simplifies technology, making it readily accessible to consumers in Asia through easyto-use products that enhance their daily lives," Mr. Litchfield says.

Copyright July 1998, Crain Communications Inc.

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