Nokia targets mobile first millennials with new digital campaign

Nokia, once a leading mobile phone brand in the world before it lost out to newer, more nimble players from China and Korea, is looking to gain lost market share with a new range of smart phones. 

Now marketed by Finnish start-up company HMD Global, Nokia is looking to up its game with the launch of Nokia 6.1. The highlight of the phone is its dual-sight technology, popularly called the #Bothie feature, which is a split screen visual for both photos and videos that simultaneously delivers both sides of the story. 

HMD Global recently rolled out a digital campaign for the Indian market to support the launch of the new Nokia 6.1. With two-thirds of Nokia phone users around the world falling in the age group of 35 years or less, this campaign is focused on the millennial generation. 

The campaign, which commenced on July 6, 2018 with 2 digital films, feature new brand ambassador Parineeti Chopra. The films, that have humour and a surprise element to them, show the Bollywood actress and her pals hanging out in the house doing everyday fun things, when their Nokia 6.1 comes handy, bringing a twist to their fun. 

On the choice of Parineeti Chopra as the brand ambassador, Jyotsna Makkar, Head of Marketing – India Region, HMD Global, said, “As a talented actress who has received several accolades, including the Filmfare Award and the National Film Award, Parineeti sets the right context for the purpose-led millennial of today, who wants to make the most of everyday moments with friends and have fun. Just like Parineeti brings spunk and easy confidence to everyday moments, the Nokia 6.1 is a phone this generation can rely on to work hard and play hard. I hope our millennial fans relate to these films and can smile with them.” 

Adding further, Makkar said, “When it comes to user experience, we know our consumers value choice and control, which is why our phones deliver a pure version of Android with a simple and intuitive user interface, designed by Google, which our consumers can make their own. Our phones are pure, secure and up-to-date... This differentiated approach of phone making has worked for today’s purpose-seeking millennials. That’s probably why today two-third of Nokia phone users are below the age of 35. In short, the mobile first millennial of today. They are inspired by the best of technology, understand it and use it to maximise life to the fullest.” 

Along with digital, the campaign also spans retail, outdoor and cinemas in order to connect with the millennial generation across India. The objective is to demonstrate how the Nokia 6.1, with its capabilities, can bring so much to what these users want. 

In the short span of its existence, HMD Global has moved aggressively. Makkar informed that today, a Nokia phone is bought every 3 seconds. She further said, “We shipped 70 million phones globally in 2017 alone. And while I cannot share a split in numbers, I can say that India is one of the top 3 markets for us globally. This means that our success here contributes significantly to our success globally.” 

The company is moving ahead with its strategic associations. HMD Global is the lead partner to Google for the Android One programme. It has also forged an exclusive collaboration with Zeiss Optics that aims to set new imaging standards within the smartphone industry. The company has launched Nokia Mobile Global Future Lab in Shenzhen, which is working on leading-edge technologies for the future of mobility. 

Moreover, HMD Global has received an investment of $100 million (as of May 2018) in just 18 months of operation, Makkar informed. 

In India, the company has created an extensive network of exclusive dealers, retail outlets, online presence, as well as Care network. 

“We have a range of Nokia smartphones that come with the seal of Android Enterprise recommended – rigorously tested by Google and with the assurance that they are fit for enterprise. All our phones (except Nokia 8 Sirocco) are manufactured in India. We have been given a thumbs-up by analysts in their ratings, specifically in India (counterpoint research),” Makkar concluded.


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