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Nokia Named Advertiser of the Year by Media Magazine
December 17, 1996
And Picks Up "Most Creative Use Of Media" Award For Excellence
Shortly after receiving the Top Commercial Website Award in Singapore in October, Nokia Mobile Phones Asia Pacific bagged yet two more awards this year, making 1996 an award winning year for Nokia.
Nokia received the Advertiser of the Year Award as well as Award For Excellence for Most Creative Use Of Media at the fifth Media Magazine Advertising Awards held in Hong Kong last week (December 10). Nokia’s advertising agency, Bates Advertising, also picked up two awards - Best Suit for client service on the Nokia account and Agency of the Year.
Receiving the advertising awards for Nokia was Colin Giles, its regional director of marketing. According to Mr Giles, "We developed a new strategic direction for advertising across all our markets in Asia Pacific only after careful market study to help us better understand what the Asian mobile phone user wants and needs. The study told us that although each market has its own unique requirements, there are sufficient similarities for a single, unified approach to work across the region."
"In many markets, mobile phones have evolved over the years to become personal accessories. Consumers want to feel satisfied with their choice, and our campaign is designed to tell them that Nokia offers them that personal choice," Mr Giles added. "The key challenge is in creating modular components within the TV campaign that can be put together to create cost effective and consistent brand advertising for application in different markets, each of which has varying levels of sophistication and needs."
According to Mr Giles, traditionally, mobile phone advertisements have been engineering driven and have focused largely on the technical features of the product. Taking the lead in being different from the rest of the industry, Nokia’s innovative approach sought, instead, to communicate the emotional benefit of buying a Nokia product. Our position is that our phones are the ‘most human’. They are designed for you and I. They are easy to use. They are there for you, in good times and in bad. For instance, our campaign features simple messages that cajole the consumer to ‘talk to me’, ‘hold me’, ‘I’m with you’.
This unique approach, which was used in all Nokia advertisements which ran in 21 markets in Asia - from India, China, Australia to Southeast Asia - helped Nokia win the Best Advertiser Award. Modular and easily adaptable to support marketing in all of its markets in Asia, the campaign has been driven through consistently in various media including television, print, point-of-sale, Nokia’s award winning Asia Pacific website, trade promotions, buses and through sponsorship of events like the Hong Kong Rugby Sevens. Nokia also introduced Chinese, Indian, Malay and Caucasian talents in the various advertisements which were broadcast in different languages.
Nokia’s print advertising campaign won the 1996 Award of Excellence for Most Creative Use of Media. Nokia was the first advertiser to effectively use ink-jet printing to individually print the names of 200,000 Time magazine subscribers on its advertisement in the magazine.
Other awards won in the year include the Silver award in Singapore’s Best of the Web 1996 competition organised by Pacific Internet, one of Singapore’s three local Internet Service Providers. Nokia’s Asia Pacific website was voted Singapore’s Top Commercial Website this year. It was developed to support Nokia Mobile Phones’ brand strategy, provide consistency with the overall regional advertising campaign, help customers make informed decisions while making their choice, and introduce new product features available, such as the new Nokia 8110 GSM handphone and Nokia 9000 Communicator, a handphone combining e-mail, fax and Internet functions. Both these products are now available in Singapore and most markets across Asia, Europe and the US.
Nokia Mobile Phones has seen significant growth in business worldwide and in Asia Pacific, where it is recognised as an industry leader. In Asia, particularly following the successful introduction this year of the Nokia 8110 and Nokia 9000 Communicator in most markets across the region, Nokia has seen improvements in brand awareness amongst consumers in Asia and is the undisputed leader in the Nokia 9000 category. Nokia attributes part of this success to an integrated marketing communications approach that effectively combines innovative advertising and public relations support to maximum advantage.
You can visit the Asia Pacific website at http://nokia-asia.com
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