Nokia shifts marketing focus from techie to cool

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Nokia is seeking to gain an edge over its competitors with a radical shift in its marketing strategy as it promotes the launch of the Lumia 800 and 710 Windows phones.

Backed by three times the marketing investment of any other Nokia launch, the strategy features a series of “blip” TV adverts, a format that head of brand campaigns Adam Johnson told Marketing Week is a first for the mobile phone sector.

The campaign will eschew feature static media, such as press ...

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