After running a teaser campaign which brought out some of the features of the Nokia Lumia 920, the brand has launched their latest advertising campaign which consists of three films. Two of the three films are currently on air.
Each of the three films consists of testimonials by consumers based on their experiences with the device. In the films the friends are shown discussing one distinct feature of the phone, which made them switch to the Lumia. The campaign has been created by JWT India.
Commenting on the campaign, Viral Oza, director marketing, Nokia India said, "Nokia is globally creating a deeper connect with the youth; focusing on the younger and excited audience, with a bold, fun and youthful brand marketing drive. The idea behind the Lumia Windows Phone 8 marketing campaign started keeping in mind an audience which is young and confident having a zest for life, varied interests and a passion for good things."
On the brief given to JWT India, Oza said, ''The creative brief given to the agency concentrated heavily on the device and the target audience. The central idea of the campaign is 'switch'. It is a bold, direct call to the existing smartphone users to switch to the Nokia Lumia 920. It is about real consumers talking openly, factually and personally on why they made the switch. It entails head to head contests, hands on demos and viral social media featuring the numerous innovations of the device, which will enable the switch."
Sainath, director, Purple Vishnu, added, “The new Lumia ad campaigns showcase how smartphones these days help young consumers share experiences and create moments. Featuring a young, real group of friends in the ad film is just the right way to connect to the youth. Their chemistry with each other and the smartphone brings out the craziness on an ordinary day.”
Along with the TVC, Nokia plans to also launch a social media campaign to promote the Lumia.