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Nokia Wins a Major International Advertising Award
September 27, 1996
Recognition for long-standing brand development
Nokia received a significant pan-European advertising award for long-standing brand-building. The European Advertising Achievement Award, presented by the prestigious European Association of Advertising Agencies, gives recognition to cross-border advertising campaigns that have successfully built brands in three or more European countries.
The European Association of Advertising Agencies (EAAA) has members in 22 countries, including all major international agencies in the industry. The awards for pan-European advertising effectiveness were presented last night at the EAAA’96 Conference in Italy, in association with Advertising Age International.
The three categories in the European Advertising Achievement Awards were: launch of new products and services, major change of strategy for existing products or services; and long-standing advertising achievement, for which Nokia Mobile Phones was awarded Gold. The winners of the other two categories were Hugo Boss and Delta Airlines.
Judging for successful brand-building was made on the basis of a number of numeric criteria, relating to the development of market shares, sales and distribution channels, and marketing research results. Judging for advertising was made on the basis of the marketing strategy, the advertisements themselves, the outline media schedule and evidence of achievement.
Nokia’s most intensive brand-building efforts were conducted between years 1993 and 1995, preceded by a two-year planning phase. The aim was to make Nokia mobile phones a global brand product, with the key messages being inspired technology, ease of use and durability.
- According to market research, Nokia is now the strongest cellular brand in Europe, both with regard to brand awareness and image. In addition, Nokia is one of the very few global brands that has made a breakthrough during the 1990’s. We are especially satisfied that as a result of long-standing and holistic brand development we have achieved and even surpassed the global consumer electronics brands in awareness and recognition, said Anssi Vanjoki, Senior Vice President, Nokia Mobile Phones, Europe and Africa.
Nokia Mobile Phones has used the full range of marketing elements in its brand building. In addition to print advertising, Nokia was the first cellular company to invest in pan-European tv-advertising, e.g. on MTV Europe as well as sponsoring the Science and Technology programme on CNN. Nokia’s partner during the five-year period of brand development has been the advertising agency SEK & Grey.
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