Spotlight: Nokia

By Published on .

Client: Nokia

Agency: Bates Advertising, Singapore

Nokia challenges consumers to imagine how far mobility can go.

Nokia's new Asian campaign highlights the ways mobile technology can enhance lifestyles thanks to evolving digital convergence.

Using the theme, "We Never Stop Challenging the Future," ads developed by WPP Group's Bates Advertising in Singapore feature a collage of interpretations of the future.

The campaign was designed to stretch consumers' imaginations as well as broaden Nokia's appeal.

An imprint of a Nokia cellphone on a man's hand, for example, is accompanied by the text, "First we took away the antenna. Then we made it smaller. What if we made it disappear?" The campaign reflects Nokia's ongoing "Life Goes Mobile" vision.

The campaign is starting in Australia and will roll out in Indonesia, the Philippines, India, Taiwan, New Zealand and Malaysia this month, and in China, Singapore, Hong Kong, Thailand and Vietnam in early 2004. Ads will run through mid-2004 on TV, print, outdoor and online media.

Publicis Groupe's ZenithOptimedia handles media. Bates' offices in the rest of the world have closed or merged with other WPP shops since WPP bought Bates parent Cordiant Communications Group in July. But in Asia Bates is still operating as a separate network.

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