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Nokia
It's Your Life In There

RAN IN: United States

CLIENT
Nokia Mobile Phones

Jo Harlow, SVP - Mobile Phones Mktg.
Bridget Ahr, Dir. - Brand Development
Corinne Cuthbertson, Dir. - Mobile Phones North America
Christine Curtin, Mktg. Mgr. - Brand Development
Angela Solk, Dir. - Consumer Research & Insights
Patrick Mercanton, Dir. - Global CDMA

AGENCY
Grey Worldwide *Lead Agency

Scott Elser, EVP
David Low, SVP
Ben Tauber, VP - Group Management Supervisor
Tim Mellors, President & Chief Creative Officer - North America
Bruce Arendash, SVP - Creative Dir.
Dave Tutin, EVP, Managing Partner
Malachy Walsh, Associate Creative Dir., VP Sr. Writer
Paul Cammarota, Producer


MediaCom


SUMMARY

While Nokia had a high level of awareness, over time the brand began to lose momentum, experiencing declining sales and lost meaning with consumers. The challenge was to create a brand platform that would change the dialogue in the category and reverse the downward trend. The Nokia. It's your life in therecampaign did just that. It brought to life a new consumer truth and was delivered in a way that consumers could connect with. The result: dramatic changes in brand perception and an immediate share lift after seven downward quarters.

CASE VIDEO


Language: English