Nokia rolls out advertising blitz for Lumia

Nokia India has unveiled an integrated campaign to support the launch of its Windows-based smartphone, Lumia that hit the Indian retail shelves on December 16.

Built around the creative concept, ‘Amazing Everyday’, the campaign aims to highlight the three key components of Nokia’s smartphones – communication; internet and applications, which help the target audience to constantly sync their physical and digital worlds.

“They are not your everyday smartphones; they help create small joys and amazing moments, moments that can be captured and shared with friends,” said Viral Oza, director marketing, Nokia India. “The campaign is hence aimed at reminding people that even everyday routine can be amazing and there are little adventures waiting for us around every corner.”

Anticipated to be Nokia’s most visible campaign so far, the marketing blitz kick-started with pre-launch activation in metros and mini metros in which  ‘amazing on-ground experiences’  been have been created for consumers: flash dance mobs in Delhi, Bangalore, Mumbai and Hyderabad; an impromptu dance performance by an international dance troupe, dressed in neon outfits in Nokia Lumia Colours at Blue Frog, Mumbai; Lumia Taxis in various cities; and Flash Cricket – where a celebrity cricketer springs a surprise in a field created in a mall and plays a short version of cricket with consumers. Experience zones in malls across key cities with giant live devices and monster headsets have also been set up.

In line with the launch of the upcoming Nokia Lumia family of smartphones, over 5000 of Nokia’s top retail stores, as well as Nokia Care Experience Centres, across the country will sport a new identity including 3D and 2D in-store branding and a luminescent range of white furniture.

The television campaign comprises five short films, the first of which, hit the screens last week. The TVC, that showcases some extraordinary moments in every-day situations, is a part of the global campaign that has been adapted for India. The agency for all “Amazing” – on-ground activation -- activities is Encompass, the digital agency is Wunderman and the social/blogosphere bit is being handled by Nokia’s social agency, Blogger’s Mind.

As part of the digital initiatives, Facebook has been used to amplify the ‘Amazing Everyday’ campaign. “Consumers have been invited to visit the Nokia Facebook page (http://www.facebook.com/NokiaIndia) and submit short stories, videos and photos on how they have been able to turn their every day routine life into an ‘amazing day’. The best storytellers stand to win five Nokia Lumia handsets and other exciting prizes,” said Oza.

The hand-set major had also run an interesting week-long internal campaign leading up to the launch. Some initiatives included a giant life–size Lumia in office dispensing gifts such as chocolates, laptop stickers and Rubik cubes; treasure hunt; and fun rides on Lumia scooties. “On December 16, all employees of Nokia India were in the market, selling Nokia Lumia,” said Oza.

Read Viral Oza's blog on the launch of the Lumia in India