Ilari Nurmi, head of Product Marketing at Nokia leaves
Reuters reports that Ilari Nurmi, previously head of Eseries and later head of product marketing at Nokia, has left the company.
http://www.reuters.com/article/2012/10/05/us-nokia-exec-idUSBRE89412B20121005
Seems people in marketing keep leaving Nokia. Not that it makes me surprised because the last thing Nokia understands is marketing. Well, marketing and execution.
Sometimes, I wonder if they ever bother to sit down and realise that their marketing is just not good enough. It is ineffective, inconsistent, incoherent. Money goes straight into the land of lost opportunities where Nokia and marketing is concerned. They could do better if they gave some pens and paper to the elephants at the zoo.
Do they raise awareness in the appropriate way? Do they give a concise, clear message? Does it allow the consumer to understand and desire your product? If you find something that works, can you do it again or will you try some odd crap that doesn’t work 100 more times than what did work? Are your adverts mainstream? Do they appeal to the largest audience? Do you understand it’s not simply volume, but efficacy? How’s the brand building going? Do you understand your consumers? What about your fans? What makes them fans? What made some leave? What made some come back?
Will you have an effective keynote that delivers why your product is so great so your awesomeness is spread verbatim, or will you ramble on about silly things like changing tile sizes and happily gloss over ground breaking pieces of innovation like you were telling your dog about how much you enjoyed butter on your toast? Will you not vet your adverts to make sure everything is labelled correctly as not to give your haters and doubters something to feast on? Perhaps, when trying to break the north American market, you would not shackle yourself to one carrier that cares less about you and more about how many iThings they sell?
Do you have someone at Nokia that can step out of your bubble, take a look at your marketing efforts and tell you honestly when things are crap or just simply not good enough (Because 70% of the time, that’s the case).
I guess it’s a little difficult to judge your Nokia Lumia 920 marketing efforts, since, you know, it’s not on sale.
Cheers DKM for the tip.
Category: Nokia
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Hey, thanks for reading my post. My name is Jay and I'm a medical student at the University of Manchester. When I can, I blog here at mynokiablog.com and tweet now and again @jaymontano. We also have a twitter and facebook accounts @mynokiablog and Facebook.com/mynokiablog. Check out the tips, guides and rules for commenting >>click<< Contact us at tips(@)mynokiablog.com or email me directly on jay[at]mynokiablog.comSubscribe
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That really sad ,i bet they will hire someone from Microsoft and we will get these corny ads .but i would also jump of a rocky ship
I wish , Surface ad is amazing. No other Nokia ad compares.
I bet that Jolla is going to employ Ilari
he so is
Completely agree with you, Jay, Nokia sucks on marketing, not just now but as long as I own a Nokia phone and that’s a very long time.
But, you can fire as many people in your marketing department as you want, when you still put Jo Harlow on stage to introduce your newest and brightest product to the world it’s an uphill battle for the marketing team to repair the damage, or better, a mission impossible.
You’re right. Jo Harlow either needs extensive training to show personality and genuine enthusiasm on stage or unfortunately, Jo Harlow must never step foot anywhere near the keynote stage. Or Kevin Shields until they train him not to start rambling and making it painful to watch that something is going wrong with they keynote. There are so many other ways to not make it uncomfortable to watch him blather about the stage when something isn’t going his way.
Yeah, Shields was doing fine as long as everything else went fine, but after a few problems, he just broke down.
Yes! I was really pleased with his first minute, a breath of fresh air from Harlow but I spoke too soon and he started melting down in the presentation when things did not go as planned.
Agree.
BUT I don’t want another Apple keynote. HTC’s keynote was incredibly lame, and Samsung is also trying to emulate Apple. I don’t want some guy to pause before every word, sentence, with every second word yet another hyperbole magic revolutionary incredible etc with pictures of smiling children and butterflies and drops of water splashing up and how that supposedly inspired their copier.
Nokia’s keynotes are a fresh change from that, has some personality, but yes Harlow sounds incredibly unexcited about what she’s showing. Shields was awful in his screaming performance in 2011, was OK now except for mumbling and fumbling when it didn’t work.
Also, what the hell, rehearse these damn things! Laptop providing screen pass-through going to sleep? WTF
Yeah, should go through the whole presentation as many times as it takes to do it flawlessly three times in a row.
Jay at least this time the L920 is not on sale but its not nokias fault.
I find it worse that apparently the L920 will be exclusive to one operators all over the place
On topic, maybe it’s a good thing. Better to let carriers do the marketing for Nokia than for Nokia to do it themselves and botch it.
I think one of the big things that Apple got right that other companies never figured out is to have a working product in store. When the iPhone 3G was released, you could go to almost any cell phone store and find at least one working iPhone to play with, it was charged and working, and there wasn’t a password on it preventing you from using it.
That is probably key to marketing it well, getting it in people’s hands and letting them use it. Nokia should just spend their marketing budget on that. It’s pretty hard to screw up if you have a good product. Imagine a team of reps walking around an area with a club scene after dark, offering to let people take pictures with the Lumia 920, and then sign up for an opportunity to win one. They’ve had it in their hands and like what it could do, and with the contest they’re already thinking about ‘their’ Lumia 920. When they don’t win, they’re more likely to go out and buy it.
I find it bad too. Good in some sense, bad in more. Good to get someone as big as China Mobile, but what about the rest of the world? I’d be quite annoyed if this was exclusive to t-mobile since I’ve been trying to leave them and their pathetic customer service.
I was really psyched up about Elop but with the 920 exclusivity BS I know that the 920 is destined for failure even though it’s a great device. Nokia /Elop doesn’t learn and they will suffer for it.
I’m curious is prepaid service prevalent in your town? How about installment payment options for devices?
In my experience my Php 500 ($12 equivalent) can last a couple of months for the prepaid service. Unlimited carrier calls are pretty prevalent here and for cheap.
Credit Co., provide 6-12 month zero interest terms for most unlocked phones sold, there are longer payment terms but with high interest rates.
In the PH, carriers are resorting to contracts like this:
Plan 1699 (Inclusive of MSF of 999 and 700 monthly cash out for the handset.)
This type of setup usually includes unlimited data but this a 1-2GB cap per month and throttles down after the cap is consumed.
Doesn’t surprise me. Considering marketing of Lumia devices, this guy wasn’t very good.
Well if your marking him purely based on the Lumia series then you cant really blame him. The first series of Lumia devices where screwed by Nokia themselves
Well, if you know how to market a product properly, you can sell a piece of turd.
The last ad of Nokia that I liked was the talk and talk ad.. Remember that??
Yup!!! I love that. Everything was perfect including the song by D’Sound. Ahhh childhood memories. I also love their ad for Nokia 3200 that Alien in a saucer-something + 2 girls on earth. And who can forget the sheep for Nokia 7650. It was awesome I well up each time I see it on TV. Hayst! Maka-miss kaayo sa ka tanan!
It could be amazing if Nokia could bring back the nostalgic feeling of owning a Nokia device and then incorporate that into the lumia ads to show how much it has evolved.
Don’t you mean to say “how much they’ve stepped sideways and backwards?”
The Lumias are a downgrade in functionality compared to their Symbian predecessors.
Yeah and a huge upgrade in ease of use. The original iPhone had basically no features BUT it was so pleasant to use, how it responded to your touch, how simple things were just simple? Roaming? Turn it off. No go to settings, network, access points, find the one called “internet”, or maybe something else depending on your carrier, then to priorities, then blah and blah.
tl;dr; it’s subjective. Don’t be hatin’.
Yes and no, but apparently you can make and receive calls on them, something that the 808 seems to be struggling with at the moment according to the Nokia forums.
It’s not really an easy one to comment on, so kudo’s.
In a lot of ways Nokia’s marketing is quite good, like the promo vids etc…
But when it comes to creating awareness specifically regarding their in house innovations, or live preso’s, it’s mostly a painful experience to sit through.
With more bold and disruptive marketing tactics, Nokia could really strut their stuff in some well known key area’s.
Focusing on their outstanding differentiation and promoting it to everywhere and anywhere, until even the little old lady down the street knows what Nokia is up to, should be their goal…
Optics, Maps, Music, Build quality, Design…
Wow, Jay. That is one painful article to read and I think you sum up all our thoughts in your words effectively. IF anyone on Nokia really read this, and they have tiniest sense of responsibility left in them, they will redo their marketing stuff from scratch.
Nokia on many places are good but at many other places they seems to be disconnected from people. They maybe connecting people together but they are not well-connected themselves.
One of the post thing I want to share, as more and more people are using Samsung they say they don’t like how Nokia’s interface is. Couple of days ago another of my friends were saying the same story. His some-Samsung was snatched off so he took his wife’s Nokia and he was hating everything about it.
You need to elaborate on what the actual interface was. Did he snatch a Lumia 900? Or a S60v5 device? Or an old S40? Or an S30? S20?
Come on he was good with E-series and people love E-series..
Even till now people still looking for E-series type of phone where some people just love physical keyboard on their smartphone…
WhY put him in marketing in the first place?
weird~
He may have been good for Eseries. He may have done some good over at marketing/branding
He was the guy that said they loved the font at Nokia after we mentioned we didn’t like it.
We mentioned the need for Eseries to be as recognisable as BB. They were just seen as BB first and oh, Nokias later. The whole Eseries, Xseries, Nseries, Cseries was diluting the Nokia brand. Eseries to the general public did not stand for anything because Nokia did not allow it to.
Shortly after we did see Nokia Pure (though that never really fully translated) and numbering of devices again (though recognisable names are much better, for fans and haters).
Where were the adverts for Eseries anyway? I think they were too busy creating N8 ads that starred a blind man taking photos. Artsy, could be understandable in some angles but mass consumers would never get the connection.
how was it diluting the series if everyone is doing series phones and it’s working which they just got in too a few years ago…..>.>
it was working perfect for nokia
You have clearly misunderstood me. This btw, is not a message from the Elop Defence Force. If you’ve read my blog long enough you know I’ve made a point about Nokia ineffectively playing out their ‘series’ of phones. But that doesn’t mean having a series is bad. Nor does it mean Nokia does not have one now.
Please read on:
Did you understand the point of Nseries? It was high end multimedia. It’s supposed to stand for high end products. But then we get crappajacks like N79/N96/N97 totally demolishing what it stood for.
The Eseries team did not communicate sufficiently with Nseries, nor did they have the resources they needed to produce the best device they could. The world was no longer in the time of Nokia vs Nokia vs Nokia vs Nokia vs a lone Samsung and a stray flippy moto.
Nokia had to provide the best phone that they could. By splitting features in between different devices, they were clearly diluting how good a Nokia could have been as well as diluting the brand. How many people cried out to have AF in the E7? Or something N8 grade? Clearly not an impossibility in size if N9 proto had AF. Why won’t people who want a keyboard want a great camera?
Having a series is all well and good if you can create a hero device that stands head and shoulders above anything else. Once you have your flagship, you can go and make the ‘lesser’ device that goes and fits into a category/segment. But don’t artificially weaken your own device. Your favourite phrase (apart from ‘nothing new’ is) I’ve said this before, over and over for several years.
Nokia diluted both the brand of the Nseries (by poor device choices) and the Nokia brand.
Nokia are creating a different fresh series now.
Asha – for emerging markets and low end devices for global regions.
Lumia – spans basic smartphones up to high end with 920
PureView – for ultimate in imaging.
that wont work for long and you know it wont as well
What won’t work for long? BTW, do you now understand what I mean by diluting the series/brand?
it’s working with everyone else…is it not sinc they’ve taken what nokia was doing and put more effort into it
You just don’t get it, do you?
Did you even read anything that I wrote or are you some automated chatbot?
Why do you even comment on blogs when all you add is misery/spite/gloating/moaning. You don’t converse. You don’t discuss. There are folks that also disagree with the WP strategy here, but they are willing to have mature discussions, where there is exchange of opinion and thought.
What do you seriously do here Deep Space Bar? What are you here for?
so why can’t you take my opinions just like you do with everyone else…. don’t focus on me ….i give my opinion like everyone else does respect it..like i do with yours
You’re not giving an opinion, you’re not contributing to a discussion. You don’t acknowledge other people’s points.
I may ‘focus’ on you because your one line antagonistic comments litter this place and that is not the thing I would have expected from you (given that you also have a following on your facebook page, I’d have thought you’d be accustomed to mature discussion).
BTW, there’s a swear filter implemented on the blog and about 80% of your comments end up there before I have the chance to replace your swearing with “****”.
I didn’t know that my few lines of comments ended up with paragraphs of comments…
For the series that Nokia introduced before like E,N,C and X. It was confusing for the public but kinda something good for Nokia/geeks/seller to recognize the product by the series.
I think the reasons the come up with series in the first place after the success of N-series and X-press music. But something they didn’t recognize that people don’t know what the “Letter” stands for. Like C for cheap/consumer devices which now known as Asha. N series or now known as Lumias. But where do E n X gone to? Cause nowadays honestly it’s hard to find Nokia phone with good speakers and it’s not like we’re going to bring the 360 everywhere with our phone. I still miss my 5800 for the audio quality. Hope Nokia can make a device with decent audio and dual-speaker. About E-series, some people they just love physical keyboard such as developer?
PureView is whatever the hell they want to attach it to. Following Nokia’s own guidelines the full focus shit on the C7 and E7 would have likely been branded PureView for how ‘revolutionary’ it was.
Perhaps. But full focus is not revolutionary.
Full focus EDoF cameras did not provide better images nor significant advantages.
808 with 41mp huge sensor and oversampling is clearly something interesting in a phone.
Optical image stabilisation is also something interesting in a phone.
Full Focus EDoF was a joke. Some tried to defend its uses but 99/100, AF is clearly better.
I disagree about edof. It wasn’t good enough yet, but there are definitely advantages for “normal” people.
Not in the high end devices, but for low priced phones a good edof (and again, the previous round was not good enough) allows higher quality pictures in a smaller, cheaper, more robust package. No moving parts, no focusing time, no blurry pictures from not allowing AF to finish or being impatient or just a camera klutz.
Edof as we know it is not pureview of course, but we’ll see what they come up with. Mobile imaging is different from full size camera imaging, and what matters in the end is the results.
EDOF was terrible, granted as a techno demo it was great, but the images were unnatural to look at.
If they could have introduced some artificial focus somewhere it would have seen far more normal.
It is possible that Nokia marketing guys are in great demand in other companies! Their brilliant ideas tell those companies what not to do! But seriously there is only so much a good marketing campaign can do if the Actual product its nowhere to be found. Most of the decisions about buying a product are impulsive. You see a new product introduced, you like it, you can afford it, you buy it. Simple! Case in point Nokia n9. Its introduction and initial hands on made me want it more than anything else. But Nokias in their infinite wisdom took ages to bring it to market and didnt even bring it to India. Result- lost sale. Lost marketshare. Lost goodwill. now waiting for lumia 920 but no price or availability info given. Also stop the practice of charging Way higher from the early adopters as it makes them feel cheated and everyone waits for the price to drop. Till then your sales dont pick up ( like for iPhone-5 million in one weekend) and the market research “experts/ analysts” already pronounce your product a failure. So the people who were waiting for the price drop just move on. Well done!
There was precious little marketing for any Symbian^3 E-series phones, the E7 and E6 ended up being bought by people who already had an older E-series device.
Marketing has always been Nokia’s main failure. I guess they thought they could sell boatloads of crap phones like the N97 based on the brand name alone, but now they really have to let the market know about their strengths – imaging, a total mapping solution, media sync, build quality.
Apple made over 3 billion dollars (!) on a single weekend from iPhone 5 pre-orders with few of those buyers actually seeing one in real life, even though the device doesn’t offer much of an upgrade and the mapping is terrible. Why can’t Nokia drum up the same hype?
Is there somehow we can let Nokia know that there advertising sucks? I would love it if they could have our feedback : ) I HOPE everything turns out Great!
This article was very well written.
Nokias marketing is quite mystery. Why they don’t show special features witch are better than comtetitors, for example maps nad free navigation. I think that Tim Cooks advise to use Nokia maps has been best marketing for Nokias maps so far.
I have one amazing example about Nokias marketing. When they announced Lumia 610 they told that it was aimed to youngsters. Howevr there is not Angry Birds for Lumia 610. That is amazing I would say.
And still one more thing. Stephen Elop says so often that Nokia is closest partner for Microsoft. Why I can’t see that anymore. After HTC announced their WP8 devices, Microsoft have tweeted in Twitter so much more HTC’s devices than Nokia’s.
He left because of the chaos he created with fake ads and all, in Elop’s Nokia there is no room for sorry. That’s great in the past when Nokia was at top, so many dead woods were hanging around and no one cared. But now when every cent is critical ,Nokia is taking decisions they sud have taken 5 yrs back, firing more and more incompetent army of VPs and SVPs.
Initially Nokia used to have great and coherent marketing, then Nokia vanished from TV sets, no ad a few crappy ones, now Nokia is getting back. Some of their ads particularly the recent german one is great example of calculated aggression frok Nokia, they are now more willing to go head on and compare their ware with iphone or galaxy, etc.
Nokia simply used to have best marketing in those pre 2005 days, then they started hiring idiots.
And one more point i am indian but truth is truth,indian sucks at marketing either they do overboard or they do crap, look at Nokia India..those bunch of idiots are loosers Nokia hired.
Rather than wasting tons of time on greedy bloggers they sud go out and promote. In india we don’t make our phone buying decision based om what one XYZ blogger has to say.
Brand perception is key here..and Nokia is loosing it at fast pace. However again Asha is doing fantastic.
Hello! Have you seen or heard when Asha 308 on 309 is available in India?
Even with good products, marketing sucked. What more now.
Elop should fire all the deadwood, starting with Stephen elop!
+1 Ilari was ultimately the responsible for the OIS video failure and had to pay he price of the incredible amateurish nuke it was caused.
Another ultimate responsible is Elop and the top dog in a company that as been repeating errors of considerable bigger magnitude than Ilari’s error.
So wen will you go away Mr. Elop?
Well one last point i wud like to add is Nokia sud create brand and marketing strategies based on other brands like Nike. Many times we remeber how our professors wud point out the synergy between Nike and Nokia marketing and product strategies. NIKE is still there but Nokia slipped out. They need not speak technical terms like cloud and OIS… Just go out and sell the experience and that’s an art people are born with u can’t teach that. And believe me if Nokia fails to do that with windows 8 and windows phone 8 ,None can save Nokia, they need 4-5 people at global level and then make a similiar marketing staregy across globe with local adjustments as required..
wrong OS,right hardware
Yesssss,
without reading all that words
Nokia marketing & Ads sucks “most of the time”
lets hope we see something like the old Nokia awesome adds in modern flavour
I loved Nokia Dot for N8. And some websites for the old n-series, ie N95. Also some events were cool like the one with deadmau5 (a bit cheesy in the end though). Not all is bad. I HATE Microsoft ads. Remember when they tried to do an Apple thing with Seinfeld? Disgusting and awful. Microsoft ads usually suck. The surface has had no ad yet as far as I can see, only a product and design presentation. DONT hire Microsoft people please. Nike and Apple are good examples. Microsoft is a disastrous example.
http://conversations.nokia.com/2009/10/30/offline-as-it-happens-win-an-n900/
N900 ads were nice..
Nokia’s advertising, like their main smartphone line, get’s peppered with brilliance amongst a sea of meh. Consistency is needed. N900, great product, some great ads, always great news about it doing new cool geeky things, but Nokia decided not to pursue this but instead go galavanting with Intel which turned years of work into something apparently not plausible leading us into MS’ schedule of things.
Wrong claim YET AGAIN, please stop perpetuating this, the tie-up slowed things marginally at best*, the single-biggest factor for the slow-down was the whole Qt transition & Harmattan itself*, which was ALWAYS to precede MeeGo proper with at least a few devices.
By the way, why can’t we subscribe to threads any more? There’s no tick box.
*amongst several other less significant factors.
What are you trying to say, either way, things would be delayed? Maemo 6 route would be just as slow?
Also, subscribe box is broken because Jetpack (that allows subscription) doesn’t work. We haven’t had a few admin features our end for a week now (no more log of stats/incoming links etc)
It WAS the single-biggest source of slowness, the stories floating around that it was “picked up at the last minute”* are totally false.
Maemo 6x was ALWAYS on the roadmap, with at least 3x devices before MeeGo proper…
Work on MeeGo proper was still in it’s infancy because of that log-jam, & resources for it were still relatively minuscule, & (sadly) remained that way after the Feb 11 announcement.
Thanks for the calcification regarding JetPack….
*sadly that seems to have become the dominant narrative, God knows why.
calcification = clarification
Good one, it seems you (Jay) get really passionate about this subject every time. And rightfully so, because Nokia generally sucks in this department. Do you really want to be a doctor? Maybe you should get in to advertisement instead
I wouldn’t be qualified to join anyone’s marketing department. All I can do is observe with naive eyes and see they’re putting out a lot of incoherent, inconsistent, ineffective crap.
The reason I get so worked up is because this is the same issue I’ve been blogging about since I began this blog. Nokia never do themselves justice in regards to letting the world know how good they really are at something. Then you get the likes of Apple, who make huge blunders in something like maps (Where whole streets, towns, cities disappear) convince apple users it’s the best maps ever with their marketing prowess.
If Nokia does make a good ad, it will be a short blip, and return back to lameness. Consistency is absolutely essential. ‘Good Enough’ is not good enough. Anyone who allows lame (Nokia Australia social ads?) should rethink about why they’re there at Nokia marketing, and perhaps think instead about walking out that door and picking up a job form from McDonalds.
Finnish press is linking this to the Lumia 920 OIS fake video scandal.
Head just rolled?
That makes the most sense.
Interesting. Well, the first reaction by many is that someone’s gonna get fired over this. Apparently Elop said he would look into why this happened and make sure this would never happen again.
If anyone should be fired it’s Elop. He’s responsible for ruining Nokia’s relations to carriers and that’s what’s most important when one talks marketing in mobile. Apple didn’t get big in mobile until it got those carrier relationships in order and the opposite has happened to Nokia during and because of Elop.
Marketing != Advertizing
It seems to be the most common mistake people here make that marketing = advertizing. Advertizing is just a small part of marketing. And in mobile it’s not the most important at all. It’s all about the carrier relationships. And those where excellent before Elop. After February 2011 and the famous Elop Effect those relationships were destroyed.
Nope, OPK ruined Nokia’s relations with carriers. Under OPK Nokia disappeared from the US. Under OPK carriers got handed the terrible N97 and got flooded with tons of 5320 stock that they couldn’t sell for years.
Good. That was inexcusable.
Nokia’s marketing sucks. Plain and simple. It’s shallow, unfocused and doesn’t sell the product. Apple, love them or loathe them – and now Samsung – focus on the real life use of their products using simple, customer directed messages.
Yeah, and Samsung has a pretty good set up with two marketing blitzes 6 months apart. One for the release of the new Galaxy S which advertises the features, and another that rides on the release of the new iPhone. It’s a tick-tock model that works quite well elsewhere.
Here, Nokia, let me lend a hand:
ad1
- young woman in town, autumn
- hands cold, rubs them
- uses city lens ( with 820, with wireless charging covers )
- finds a cloths shop
- buys mittens
- uses city lens
- finds coffee shop ( wireless charging partner )
- goes in
- splash screen: Lumia 820, discover the city, with City Lens
* hints: show off sunlight readability, show off touching with fingernails
ad2
- ad1 continues
- camera inside coffee shop, young woman enters and sits down
- young woman sends coordinates and invitation to friend / boyfriend
- friend gets invitation
- friend navigates to the front of the coffee shop
- friend goes in
- splash screen: Lumia 920, find your way, with Nokia maps
* hints: show off sunlight readability, show off touching with keys
ad3
- ad2 continues
- camera inside coffee shop, friend sees young woman and sits by her
- friend puts 920 on charging pad, camera shows phone start charging
- young woman remembers to do the same with 820, camera to show this
- they chat, camera zooms out
- camera shows empty cups, the friends leave
- splash screen: Lumia 920, stay charged, with wireless charging
ad4
- ad3 continues
- camera outside coffee shop, friends step out
- friend remembers something, tells about it
- they tap their phones
- young woman gets invitation / calendar marking to Nokia concert
- they part
- young woman seen going to apartment
- young woman walks in, puts (ad1) mittens on table
- puts 820 on wireless charging speaker, music starts playing
- young woman goes to drawing board / canvas, starts drawing / painting
- it’s dark, young woman stops drawing, puts 820 on wireless charging stand by bed
- something happens on 820 ( couldn’t figure out a good thing, maybe sounds of the ocean or something )
- young woman goes to bed
- splash screen: Lumia 820, tap to connect, with NFC
ad5
- young woman is outside, taking pictures with the 820, with (ad1) mittens on
- young woman fiddles with phone ( goes through pictures, facebook status update, etc. ), with mittens on
- goes inside a store
- uses fingernail to show a clerk a picture on the 820 of an item she wants
- clerk shows the item
- young woman takes the pen, that she is holding in her mouth
- shows the clerk a picture of another item using the pen this time
- gets out happy with something she bought
- splash screen: Lumia 820, more control, with super sensitive touch
ad6
- young woman meets friend when it is dark
- they have fun
- friend takes pictures of the young woman, with the 920
- show pictures
- they go to concert friend takes video
- cut to next morning, young woman on a (Win8) laptop/tablet watches the video
- video ends, young woman smiles
- splash screen: Lumia 920, capture the moment, with Pureview
Hold a concert after the ads have ran about a month, drop hints on the concert date in the ad.
Well, these are hardly original, but they should get the point across, and that is the point of an advert, not to be artsy partsy fancy.
Nice!
Thanks.
Those need quite a bit of fleshing out by professionals, and ad3 propably needs more NFC-accessories shown, but I think something similar to those would be better than what we’ve seen from Nokia for a long time.
*ad4
+1
I think you totally get it. A lot more than Nokia do!
Good ideas, but they do sound quite a bit like some off the YouTube videos Nokia puts out.
Yes, they are similar to what Nokia has done previously, that was what I had in mind, but a bit more concise, focusing on one feature at a time, and, you know, actually show the phone.
Also, the point of the generic coffee-shop -”scenes” is to potentially split costs with the shop ( can’t remember the name of the chain they had the wireless charging deal ), or b) advertise a partner, creating possible demand from other potential partners.
And youtube ads are not enough imo, you need to run ads in TV, movie-theaters, etc. otherwise you are likely just advertising to people who already know about the phone.
Not saying those ideas are great or anything, but I believe they have it right with being episodic, focusing on one feature at a time (while hinting others), and connected through story and tone.
agree fully. In fact was going to say the same thing about needing to be on tv etc. but then my son pried the the phone of my hands.
The kids corner feature on wp8 will be quite useful for me, btw.
Haven’t got kids of my own, but from what I see of my brothers family, the kids corner could be a, bit unexpected, killer feature.
I am not an advertising professional though, so I might have it wrong, but I believe that it is important to not overwhelm the audience ( show one feature ), to show of the feature repeatedly ( so it is understood, familiarized, and just burned to the back of the mind, etc. ), and to clearly label it ( name the feature, show the name, speak the name, tell them what you want them to ask for from the sales people ).
Like said, I am not a professional in advertising so this all could be plain wrong. Just sounds logical to me.
Great ideas. I liked the 9 second videos for the N9 promo. short videos, but focused on a particular feature in each advert.
And why not email it to every Nokia or ovi mail user? or is that an invasion of privacy or something?
This would work if Nokia would get more focused on what they’re doing. If Nokia post N8 had just made incremental upgrades, first an N8-01 with CBD, then an N8-02 with 1GHz CPU, and not flooded the market with subsequent Symbian devices with EDoF, they would have at least had the reputation as the best camera phone.
They’re going to have to rebuild that with PureView (btw, anyone notice that PureView branding is a return to N-Series?), which is a shame.
I think it is not about a specific ad it is about brand awareness. I liked the #switch to Lumia thing. They should do ads about What is lumia, what it stands for. This is not Ativ or 8x it is lumia, beautifully different. Lumia does not only mean the Nokia WP phones, it is all the services (eg. maps, music) and accessories that comes with the phone. +Get people emotionally attached to Lumia.
When windows 8 comes they need a rt tablet to complete the lumia line and seamless experience.
#switchtolumia !
NO IT MEANS WINDOWS PHONE
Yes and HP markets their laptops as “WINDOWS LAPTOP” and Dell markets their PCs and laptops as “WINDOWS LAPTOP” and “WINDOWS PC” and the zenbook is actually marketed as “WINDOWS LAPTOP”.
We get it, you hate WP.
#switchtolumia
wow you people are dull ….never to think from a POV with common sense…..it’s rare to see that in this day and age anyways
Fixed your capslock key!
Never adding anything to a conversation. Why are you here?
what is there to add….it’s all tiles…nothing else everyone phone now looks the friggin same cause only 3 BLOODY OSs are on the market and they are all driven by the US… if nokia did KEPT their own there would have been 50% more progress due to the history of their Software
and now look at what is happening to them already lost in OEM hell and double crossed by the double crosser….looks at all the stupid BS they are doing just to get notices…..that SHIT NEVER really HAPPENed before and it’s getting worse damaging the name credibility even more then before…
and carrier contracts…..seriously
so it’s down play the OS that you’ve started the Smartphone market with and get some half assed company with HORRIBLE management but has millions
i’ll rant till you people start acquiring common sense and stop thinking from a basic stand point
“What is there to add”
Look at what the title of this post is about. If you are not going to discuss Ilari, or Nokia marketing, and are just going to whinge about tiles and have come to the conclusion that you have nothing to add, then DO NOT, for the love of all that is good, DO NOT COMMENT HERE!
If you are not willing to participate in the discussion, why do you bother leaving a comment?
Perhaps it is just best if in future, you just stop leaving comments until you feel you can participate in a mature way, where you actually talk about the topic in discussion and bring something to the table rather than your one liners about your disdain for tiles?
so common sense isn’t required anymore i take it,it seems so…….
why can’t you step back and see the friggin bigger picture that nokia wont be apart of really soon
You keep preaching about common sense yet you seem to be the one that lacks it most.
where do i lack in it cause i REALIZE WTF IS GOING and that most of you guys don’t get why it’s happening…yes jay…i’m the blind one…… how can i lack common sense when most og the events that recently happened with nokia and microsoft have been have just been to benefit microsoft and not not nokia themselves
the android manufacters are going great cause they are seeing results
you never see proper or good result with with microsoft…..90% of there products suck but no one complains cause they don’t know
*who and where to complain…why do think most have jumped to open source/android
no one wants to be in a closed environment anymore
Using Android just makes you Google’s bitch instead.
I’m staying with symbian/Meego/Maemo5 i’m not google’s bitch nor microsofts
Caps key stuck again?
It’s not just marketing people who are leaving Nokia. But it isn’t unusual these days. If something isn’t going as it should people will be replaced for others. And this isn’t because they didn’t do their best or they weren’t talented enough. It’s just tough business.
Probably due to the fake Lumia 920 ad .
But anyways Nokia is really clueless with marketing. The Amazing everyday ads were really stupid ; you ate showing a new device and new OS and for 25 seconds you show people doing weird stuff only leaving the last 5 seconds for the phone .
This is what happens when you hire outside marketing. You get marketers who don’t understand the product, who then make up something random to try to get attention.
Thank god for that!!!!!!!!!!!!!! I am so happy with this news! I hope they hire someone from apple now. they know how to sell shit phones!