Videos: Nokia Lumia: Official Smartphone of The X Factor

A couple of days ago we saw a video showing the X-Factor finalists getting a Nokia Lumia 800 as their new phone.

Again, as detailed in the previous posts, this is the kind of brand alignment Nokia needs. They have openly said targeting the youth market – with the optimum age of 25, seeing what appeals to them most. In the UK, X-factor is, like it or hate it, an influential show amongst the younger age group of UK consumers.

We saw Nokia understanding this when they hooked up with last year’s finalists, One Direction. These “celebs” temporary though they might be, can have great commercial impact. They say something is cool and people (mostly tweens) will go out and get them. It’s just nice to see this done with some higher end Nokia things. Something that is inherently and intrinsically cool because of what Nokia has done, not because of the branding associated. Smart move to use such folks to just get people to at least give the phones a try.

Video by nokiauk

Nokia’s had X-factor related sponsoring partnerships before. I met one of the X-factor winners, Alexandra Burke, at a Nokia event. But there hasn’t been anything like this before that truly understands how to make that desirable brand association.

I think it’s also interesting to hear the experiences of non smartphone users. Let’s not forget that the smartphone market is still set to grow, with users transitioning from mobile phones. As long as Nokia gets the core experiences right – fantastic design, optimal fast, reliable UI for majority of core features, has core subset of these apps, well it should do well, no?

Category: Nokia, Windows Phone