Executive Summary When the popularity of cellular phones first began to rise, Nokia was one of the brands

at the forefront. It was one of the most recognized brands in the world and one of the best selling. However in recent years Nokia has lost their hold on the cellular phone market due to its inability to compete in the Smartphone market. This has happened due to the rise of Apple and Samsung phones. Nokias Symbian operating system has not been able to match the IOS of Apple and the Android system of Samsung, and this has been a big problem for them. Nokia realised that if it wanted to compete on a bigger scale with the current leading brands they would have to delve into the Smartphone market, and the Nokia Lumia 800, the first Smartphone from Nokia operating on the Windows phone operating system was introduced in late 2011. However the Lumia 800 has struggled in the face of competition from Apple and Samsung. Nokia brand value has fallen on the Interbrand Top 100 brands of 2011 by 15percent and consumers still perceive Nokia as a manufacturer of entry level phones. However the growth in the Smartphone market globally and in the UK market represents an opportunity that Nokia can capitalise on. Nokia current advertising campaign does not connect emotionally with consumers and doest say anything about the exceptional features of the phones. A brand wheel analysis of the Lumia reveals that the brand essence of the phone is that of a business partner with a personality that is fun, simple but elegant, business savvy and more. The lumia Unique Selling Proposition is its windows operation system which essentially makes it a PC in the hands of consumers. Based on this USP the target market of the Lumia 800 was determined as professional (corporate executives) and business people in the ABC1 social class and between the ages of 25-60. To successfully reposition the Lumia 800 among the target market an advertising campaign with the theme Its About You is detailed in the report. This report capitalises on the latent affection and the USP of the Lumia 800 to connect emotionally with consumers by bringing back nostalgic memories of their first Nokia phones and also shows how Nokia has been part of their lives and continues to be. In a market where there is little differentiation Nostalgia and strong emotional appeal is a good strategy. Among the objectives of the campaign are to rekindle the latent affection for the Nokia brand, change perceptions of the Nokia brand and position the Lumia 800 as a business tool for professionals. To successful reach our target market television, print and out of home media channels are used. For television ITV 1, Sky News, Sky Sports and E4 are used. For Print newspapers such as the Guardian, Financial Times, The Times and Daily Mail are used. Magazines such as the Economist and Vogue are also used. For out of home, the London Underground, buses and Taxis are also used. The evaluation process of the campaign is alos detailed and this will include both pre- campaign and post campaign evaluation. This report seek to develop an advertising campaign that will capitalise on the various opportunities in the Smartphone and it will also explore in detail a creative strategy that will help deeper connect consumers emotionally to the Nokia brand. 1

Creating an advertising campaign that reminds cellular phone users of how much they were attached to their first phones will also help remind them how for many of them their first phone was a Nokia. Positioning the Lumia 800 as a business too will help Nokia carve a niche in the crowded market place.

Table of Contents
1.0 2.0
2.1 2.2

INTRODUCTION ............................................................................................................ 4 OVERVIEW OF THE AGENCY .......................................................................................... 5

Who we are ..........................................................................................................................5 Why us?................................................................................................................................5

3.0
3.1 3.2 3.3 3.4 3.5

ANALYSIS ..................................................................................................................... 6
Background Situational Analysis .........................................................................................6 The Product ..........................................................................................................................8 Brand Wheel .........................................................................................................................9 The Target and Unique Selling Proposition (USP) ................................................................. 10 Problem Identification ........................................................................................................ 11

4.0
4.1 4.2

STRATEGY .................................................................................................................. 12
Insights ............................................................................................................................... 12 Advertising Objectives and Goals ......................................................................................... 13

5.0
5.1 5.2

Creative...................................................................................................................... 14
Summary of Creative ........................................................................................................... 14 Story Board ......................................................................................................................... 15 .............................................................................................................................. 15

6.0
6.1 6.2 6.3

Media......................................................................................................................... 17
Media Plan ......................................................................................................................... 20 Media Scheduling................................................................................................................ 21 Budget ................................................................................................................................ 21

7.0
7.1

EVALUATION .............................................................................................................. 24
Pre-production Evaluation................................................................................................... 24

8.0 9.0

Appendix:................................................................................................................... 26 REFERENCES ............................................................................................................... 29

1.0

INTRODUCTION

Almost everyone remembers using a Nokia phone at some point in their lives and the Nokia brand is perhaps the most recognisable mobile phone brand in the world. In recent time however Nokias has not fared very well in the face on strong competition from companies such as Apple, Samsung, Google and Sony, Blackberry. Nokia is still the largest mobile phone company in the world but it has not done very well in the smart phone market that is dominated by Apple and Samsung. Apple and Samsung are so dominant in the in the smart phone market globally and in the UK as well. Nokias Symbian operating system has not been able to match the IOS of apple and the Android system of Samsung. Nokias answer to the Smartphone market and to its competitors is the Nokia Lumia 800, the first Smartphone from Nokia to operate on the Windows operating system. Launched in October 2006, the Lumia was introduced to the UK market in November and Nokia commissioned an 80 million pound global advertising campaign dubbed Amazing Everyday. Unfortunately this has not really helped push the Lumia as the Smartphone of choice in the UK market. Nokia brand has also mot fared well over the past few years and on the Interbrand Top 100 brands of 2011, Nokias brand value fell by 15%. Nokia therefore needs an advertising campaign that will help reestablish the brand as a strong player in the Smartphone market and also position the Nokia Lumia as the Smartphone of choice especially among professionals who have a busy lifestyle and need the ability to work from anywhere and at anytime. This report will therefore seek to develop an advertising campaign that will capitalise on the opportunities in the Smartphone and detail a strategy and a creative that will help connect consumers emotionally to the Nokia brand and hopefully significantly increase the share of the Lumia and windows operating system in the market. The report is divided in six (6) parts .Part 1 introduces our agency, with emphasis on our capabilities and some of our work. Part two, then looks at the current situation of Nokia and the Smartphone market, which will include the background, the brand wheel of the Lumia, the USP and identifies the problem this campaign seeks to resolve. Part 3 then looks at the strategy and outlines the advertising objectives and goals. Part 4, then presents the creative aspects of the campaign and a briefly looks at a storyboard for the advert. Part 5 then details the choice of media with justifications, timescale and media plan and budget. Finally Part 6 finally looks at the pre and post campaign evaluation techniques that will be employed

2.0

OVERVIEW OF THE AGENCY

2.1 Who we are

The Giraffe is a multinational advertising and brand development agency that was established in 1990 and headquartered in London. We currently employ over 1000 people in 25 countries with offices in Jakarta, Accra, Abuja, Cape Town, Paris, Madrid, New York, Abu Dhabi, and Singapore. Since our establishment in 1990 we have grown steadily and have expanded our client base to include some of the most iconic brands in the world. In 2011, our turnover was 80 million pounds. Some of our cherished clients include:

2.2

Why us?

There are several agencies out there that are pitching for this job, but there are some unique reason that makes us stands out. We have worked with both Microsoft and Nokia over the past 8 years and with this new era of collaboration between the two companies, we believe you need an organisation who understands the operations and the business circumstances of both organisations We have an intimate understanding of the UK media and advertising environment We have received consistent praise from Nokia for work we have done in the past for the organisation. Indeed in 2010 we received an award from Nokia in recognition of our excellent execution of advertising campaigns over the past 8 years.

We are extremely proud of a recent campaign we carry out for Virgin Media featuring World Olympic 100 record holder, Ulsian Bolt impersonating Sir Richard Branson. It is virgin Medias biggest advertising campaign. This demonstrates our creative acumen and our ability to attract the biggest brands in the world and in the UK in particular.

3.0

ANALYSIS
3.1 Background Situational Analysis

The Nokia brand is perhaps the most iconic mobile phone brand in the world and Nokias ring tone and tagline Connecting People is recognised and famous almost everywhere in the world. According to Interbrand, despite being one of the worlds largest manufacturers of mobile phones...Nokia is working to keep pace with mobile innovation and with the changing consumer taste for Smartphones. It is fair to say than Nokia has not really performed well in the Smartphone market with strong competition from Apple, Samsung, HTC, Sony and Blackberry. Nokia has also not being doing well financially since its dominance in the mobile phone market was challenged from 2008 by its competitors. Figure 1 shows Nokias revenue and profit trends from 2007

Source: www.nokia.com/global/about-nokia/investors/ 6

As can be seen from the Figure 1, Nokias profit margin took a heavy plunge in 2011. Nokia was until late 2011 competing with its Symbian operating system in the Smartphone market. However the Symbian platform has performed badly in comparison to the two dominate operating systems in the market, Apple iOS and Googles Android system that is used by Samsung. Currently in the UK market, the Android operating system is dominant with Apple close behind. Figure 2 shows the market Share of operating systems in the UK. Figure2: Smart Phone Market Share" by platform, 3-month average to October 2011

Source: comScore MobiLens/Mintel Not only is the Symbian system from Nokia performing poorly in terms of sales and market share but also switching between operating systems is also very common and most of the people, who switch between operating systems, usually move from the Symbian to either Android or Apple (The Guardian, March 2012). Indeed since 2010, Symbian based mobile phones from Nokia have lost more than 22% market share. (The Guardian, 2012). Though there are no official figures, according to the Guardian, Android based phones from Samsung currently lead in the UK market.

3.2

The Product

In response to this trend, Nokia teamed up with Microsoft in late 2011, to introduce the Nokia Lumia 800, which is a Smartphone that operates on the latest windows mango operating system. Introduced in October 2011, the Lumia 800 was hailed as the savior of Nokia in the Smartphone war with its competitors. Beautifully designed and with all the innovations that Nokia is noted for, the Lumia is hailed as a fun and easy to use Smartphone, that offers everything its competitors offer plus a lot more. NOKIA LUMIA 800

Its use of the Windows operating system is an opportunity to reach a larger market as Windows systems are used on almost every PC in the world.

3.3

Brand Wheel

NOKIA LUMIA 800 BRAND WHEEL

ATTRIBUTES - Runs on windows operating system -A colorful smart phone (Comes in many colors) -8 mega pixels camera -16GB Memory -Touch Screen -Internet explorer 9 -Easy display tiles on the screen - Easy to use -PC in your hand -Saves time, efficiency -Convenient -Entertaining -Ready for business because of the office applications - Makes me feel entertained -Brings back nostalgic memories -Makes me feel efficient -Stylish yet simple -Fun -Easy going -Business Savvy -Friendly -Beautiful/Handsome -Very popular/well known -A trusted friend Business Partner

BENEFITS

VALUES

PEROSNALITY

BRAND ESSENCE

3.4

The Target and Unique Selling Proposition (USP)

The distinguishing feature of the Lumia 800 is its operating system in a market where differentiation is becoming increasingly difficult. The Microsoft windows operating system is what is used almost worldwide in corporate settings and especially used by professionals on their laptops. The Microsoft office suit is essentially used in every business environment and even Apple has not being able to break this monopoly with its rival keynote suit. This gives the Lumia an enormous unique advantage over its competitors. The operating system provides a truly mobile information solution allowing users to easily send and receive emails, and more importantly open and edit Microsoft Office documents. Because of the business friendly features of the Lumia 800 and especially the windows operating system, and as indicated in the brand essence of the product, the Lumia 800 and therefore the campaign is targeted at business people and professionals both male and female. Business People and Professionals Age-24-60 ABCI Category Male and Female

The groups of professionals are not just looking for a Smartphone with a lot of apps and functionality but a Smartphone that can serve as a business partner and enable them to work from anywhere and at anytime. Imagine being able to review an important PowerPoint presentation in your car on your way to work, and reviewing budget with your excel on your phone. The unique operating system and its business and professionals benefits especially to corporate executives make them a good target for this product and this campaign. The USP for any product should be developed based on the unique characteristics of the product and how that translates into benefits for the target audience. The USP of the Lumia 800 is it windows operating system which essentially makes it a PC in your hand. Essentially this is what differentiates the Lumia 800 from its competitors and looking at the needs of the target market; this will be uniquely meaningful for them. Positioning Statement For corporate executives and business professionals who want the ability to work from anywhere and at anytime, the Lumia 800 is a Smartphone the runs on the latest windows operating systems and gives you the ability to use Microsoft office suite on your phone. Unlike other Smartphones, the Lumia 800 serves as a business assistant and makes you as productive as you will be in the office using a PC or a laptop.

10

3.5

Problem Identification

The Lumia 800 is Nokias answer to the smart phone market and since its introduction in 2011, the Lumia has not been performing very well compared to its competitors. As noted already in March 2012, the sales of Lumia 800 phones edged past Symbian platform phones. Nokia and Microsofts push behind Windows Phone 7 (WP7) has started to pay dividends as sales edged ahead of Symbian in Great Britain. The much hyped Nokia Lumia 800 took 87% of WP7 sales, giving it a 2% uplift in share compared with a year ago.1 Though this is good news, compared to competitors such as Apple and Samsung, the Lumia is doing very poorly. The latest data also shows that Apple has increased its share of the British Smartphone market from 22.7% a year ago to 28.7%. However, Android remains the number one OS in Britain, with its share up to 48.5% from 37.8% a year ago.2 Again one of the problems facing Nokia is its brand image. Though Nokia is known worldwide as a leading manufacturer of mobile phones, it is often perceived as a manufacturer of cheap entry-level phones. Indeed Nokia in recognition of this fact plans to launch stores in prestigious locations to counter this perception of its brand.3 This perception of Nokia is perhaps the biggest barrier to its success in the Smartphone market, since being cheap and been perceived as somewhat inferior is a very bad thing in the market which values innovation and technological prowess. It is interesting to note that say that Nokias brand value saw a steady decrease of 15% between 2010 and 2011, from 19 Billion to 16 Billion4

1 2

Kantar Worldpanel Comtech, 20/3/2012 Kantar Worldpanel Comtech, 20/3/2012 3 Interbrand top 100 brands of 2011 4 Interbrand Top 100 Brands 2011

11

4.0

STRATEGY
4.1 Insights

The strategy for this campaign is based on insights gained from the analysis of the trends in the industry and the opportunities that these trends present for Nokia. Again, Nokias current 80 million pound advertising campaign dubbed The Amazing Everyday was also analyzed to see where it falls short and what a new campaign should seek to do.

The market for Smartphones has grown significantly since 2009 and it expected to expand even further. The global mobile handset industry was valued at approximately $133bn in 2009. As the global economy recovers, Business Insights forecasts that the industry will grow at a rate of 17.1% during the period 200914 to reach $293bn by 2014.The industrys growth will be largely driven by Smartphones. Smartphone devices will post shipment growth rates of 27.4% to reach 712m in 2014 from 112m in 2009. The segment contributed to an overwhelming 78.7% of the industrys profits, yet accounted for a mere 17.2% share of shipments in 2009.5 In the UK, the Smartphone market is also growing rapidly and according to Kantar, fifty percent (50%) of the British population now own a Smartphone. The figures also show that Smartphones made up a remarkable 71.4% of mobile phone sales in the 12 weeks ending 22 January 20126. This represents a big opportunity for the Lumia 800 as the global Smartphone market is growing and the Great Britain market is also growing. Apart from the growing potential of the Smartphone market, the Nokia brand also has a latent affection from consumers. Almost everyone remembers using a Nokia phone at some point in their lives and Nokia is part of peoples memories of their first camera phone and other beautiful memories.

5 6

Business Insights-Top Ten Mobile Phone Manufacturers Kantar Worldpanel Comtech 20/02/2012

12

This represents a huge opportunity for Nokia to connect emotionally with consumers again through the Lumia 800. However though The Amazing Everyday campaign is a very creative and innovative campaign, we believe it has some shortfalls that this campaign will seek to resolve. The campaign does connect emotionally with consumers and does not capitalize on the latent affection of consumers for the Nokia brand as a whole and the Lumia 800 in particular. The TV advert does not highlight any of the valuable features of the Lumia especially the USP of its windows operating system and its business friendly features. To make the Lumia successful, it should be positioned as a business phone for professionals who are busy and want their phones to essentially serve as an assistant to make them more productive. In recognition of the growing trend of Smartphone use in the UK, and the need to connect emotionally with consumers to capitalize on the latent affection of for Nokia. In a market where differentiation is very difficult, using nostalgia and emotional connection can make a huge difference.

4.2

Advertising Objectives and Goals

As already stated the Lumia 800 is Nokia answer to the Smartphone market and for it to be successful, an advertising campaign must be put together to push this process. Advertising has always being a part of organizations communication with consumers and it is perhaps the most significant way communication with consumers takes place. Advertising has the potential to raise brand awareness, change perceptions and increase the sales of a product. From the insights gained from our research into the industry, advertising will be an important aspect of the success of the Lumia 800. In this regard the objectives of the campaign are the following: To rekindle the latent affection for the Nokia brand and change perceptions of the Nokia as a manufacturer of entry level To increase the market share of Nokia in the Smartphone market To position the Lumia 800 as a business tool for business and corporate executives To increase brand awareness of the Lumia 800 and expand penetration among target market

13

5.0

Creative

The creative aspect of this report is an attempt to link to solve the identified problem by trying to achieve the objectives outlined above. The theme of the campaign is ITS MORE THAN A SMARTPHONE, ITS ABOUT YOU. This theme is chosen because as one of our objectives we want to establish an emotional connection with consumers by positioning the Lumia 800 as more than a smartphone with a collection of features and applications. We want to let our target know that, the phone was designed with their needs in mind and that its all about how the phone helps to make their lives easier and gives them the ability to be productive anywhere and everywhere because of the operating system. The creative was also developed to bring back nostalgic memories of times when they used Nokia phones and how they loved it. In the words of David Kershaw, chief executive of M&C Saatchi; When time are hard, nostalgia becomes more attractive (in Goodman, 2009). This is an attempt to capitalise on the latent affection in the market for the Nokia brand and also to get consumers to connect emotionally with the brand once more. The strategy is to use emotional appeal to connect with consumers and to make them feel like Nokia has always been part of their lives.

5.1

Summary of Creative

The television advertisement tells a story that is familiar with many mobile phone users. When people first began to use mobile phones Nokia was the go to brand. And one of the most iconic features of Nokia at the time was the classic Snake game. This will be our opening scene as it is an image and a memory that all people are familiar with. It shows a screen with someone playing the Snake game on one of the most classic Nokia phones from a first person viewpoint. This image will then lead to the viewers being a young man playing the game on the phone. This young man reminds them of themselves, the excitement that they felt using their first mobile phone. This young man then grows up and is now working as a professional. We see him leaving his house in the morning after having said goodbye to his loved ones. Just as he is about to close the door he send his assistant an email reminding her to prepare the presentation he has made for his clients that day. This helps demonstrate how the Nokia Lumia fits into the mans life. He is able to stay ahead of the game in his professional life, giving him control no matter where he is. We then see an image of his assistant who has received his email and proceeds to prepare the aforementioned presentation. This helps demonstrate the range of Nokia; that it is a phone for both young and older professionals. His assistant then exchanges words with her friend of hers she was due to meet later that day and lets her know that she will be too busy to meet that day as she has a busy work day ahead. This assistant is ambitious and knows how important advancement in her career is to her, and this is shown through the exchange that. We then see the man having reached work and having a conversation with his boss. His boss asks him about the presentation and the man proceeds to show him the presentation through his phone. This helps demonstrate the new features that Nokia is trying to demonstrate to users. It helps present Nokia in a very efficient professional light. 14

We then see the mans teenage daughter whose grandmother has come to visit. They have good news, her father got the client! She takes a picture of both herself and her grandmother and sends it to her father. This helps demonstrate the photographic abilities of the new Nokia Lumia and how efficient they are. This image is then sent to her father with the following text, Congratulations on the client! Gran and I are waiting home for you to bring cake! This picture text is displayed on the Lumia phone in the hand of the father. This reminds the viewers and demonstrates that while he is a professional he also has a family and the Nokia Lumia helps these two worlds melt together in the most convenient way.

5.2

Story Board

SCENE 1

SCENE 2

SCENE 3

SCENE 4

15

SCENE 5

SCENE 6

SCENE 7

SCENE 8

16

6.0

Media

A few years ago in advertising, the creative message was all that mattered because media channels were not very fragmented. However in recent years there has been an explosion in the number of media channels available and so an advertising campaign is no longer about just the creative but also about finding the right channels to communicate the message effectively. Advertising is no longer about producing just well creative but also producing a tangible result that directly affects business performance. Indeed social media and other forms of the so-called new media have further fragmented the media landscape over the past few years. The target audience for the campaign is important in determining the media channels that will be used. This is because media used must be able to effectively reach the target audience with the maximum impact. In line with our objective of raising brand awareness among our target audience, the campaigns will employ a pulsing media strategy that will concentrate the campaign in the initial one month of the campaign and then follow it with a month of relatively low activity and then another burst during the last month of the campaign. The campaign will be spread across three different media channels. These are television, press, and out of home. These media have been selected because we believe considering our advertising objectives; these channels will help us reach out target audience effectively TELEVISION: the ad will be running on four (4) TV channels. These are ITV 1, Sky News, Sky Sports and E4. These channels were selected based upon their viewership base, and the potential for it to reach out target audience as shown in the tables below. Weekly Viewing Summary- 01 April 2012 Station Hours Minutes 3:39 0:09 & Viewing (%) 14.6 0.6 1.5 1.2 Share Daily (%) 34.2 3.4 3.6 5 Reach Weekly (%) 71 9.5 11.8 18.9 Reach

ITV1 Sky News Sky Sports 1 0:23 E4 0:18 Source:Mediatel.co.uk

17

Multichannel Audience Profile (%) - Adults

Month Station Mar12 Mar12 Mar12 Mar12 ITV1

1624 6

2534 9 9 17 26

3544 13 18 16 16

4554 19 27 23 16

5564 19 24 16 8

65+ AB C1 C2 DE Men Women 33 20 17 5 13 25 21 18 25 25 37 25 18 29 32 26 22 26 23 33 36 56 72 42 64 44 28 58

Sky News 4 Sky Sports 1 10 E4 29

Source: BARB

Television advertising is known to be the most expensive form of advertising because it reaches wide audience of consumers and easy to access which can lead to increase in product awareness and large increase in product sales. It is important to have a large range of TV ad in order to achieve highest GRP because it is still the most popular media. Our target group is 24-60 year old males and females from the ABC1 category. Based on our target group, the selected channels are ITV1, Sky sport 1, E4 and Sky news. The commercial will be viewed during the prime time. Prime time was selected because that is the best time to reach our target group. ITV1 will have eight insertions per week for seven weeks, Sky Sport 1 would have six insertions per week for seven weeks. E4 and Sky News will have four insertions per week for seven weeks. It will last for seven weeks within May to July. The total amount for television ads is GBP 1,228,122.00.

PRESS: In the press the campaign will use both newspapers and magazines. This is because Newspaper
is known for its large population and large circulation volumes and our target market are also know for reading a lot of newspapers since they tend to want to keep up to date with what is happening around then. For the success of this campaign, we will make use of The Guardian, Financial Times, Daily Telegraph and The Times. These newspapers appeal to the target audience of this campaign because they are more up market and the Financial Times especially is targeted at our audience. Newspaper ads will all be in fullpage color and it will last for seven weeks. The ad will be placed in The Guardian, Daily Telegraph three times a week as well as The Times newspaper for seven weeks. The total amount for newspaper ads is GBP 3,390,510.00. Magazines. The Economist and Vogue magazine will be used for this campaign based on our target group that is 24-60 year old males and females from the ABC1 social class. Vogue is used especially to target women and also as a means of changing perceptions about the Nokia brand. The ad will be in full colors and will be placed on the first double page spread of both magazines. The ad will be placed in the 18

Economist once a week for twelve weeks while it will be placed in Vogue once a month for three months because its a monthly magazine. The total amount for magazine ads GBP 225,576.00.

Source: Barb Out of Home Advertising (OOH) The campaign utilizes out of home because, our target market especially the AB category tend to spend more time out of home than other adults.
Out of Home Audience has upmarket bias
AB Full Time Workers spend almost

2 hours more OOH than All Adults

6hrs 52min 8hrs 45min

Out-of-home awake

Awake at home

8hrs 50min

7hrs 12min

Asleep

8hrs 18min

8hrs 03min

Source: TouchPoints3

www.ipatouchpoints3.co.uk

London Underground: Nokia Lumia 800 ads will be displayed in different tube stations. We decided to make use of Green Park, Oxford Circus, Kings cross, Piccadilly Circus, Marylebone, Charing Cross, Regents Park, Bond Street, Leicester square, Covent Garden and Knightsbridge tube stations. The ads will be placed in these stations for 12 weeks and the total sheets to be used are 48 sheets. The total amount for London Underground ads is GBP 9,348.

19

Buses: Nokia Lumia 800 ads will be placed on the vinyl single deck of the London bus because its easily recognized on the high street. The ad will last for 12weeks and it is targeted mainly at ABC1, 25-60 groups who travel by bus. The total amount for London bus is GBP 8,554. Taxi: Nokia Lumia 800 ads will be placed on the super sides (both sides) of London taxi. It will last for 3months. The total amount for 100 taxis including installation price is GBP 170,000.

6.1

Media Plan

The duration of this campaign will be 3 months, starting from 1 may 2012 until 1 July 2012. The strategy we used for Television and Newspaper is mainly pushing the advertisement to the beginning of the month and towards the last month, as it would remind people about it though out the campaign. Since July is the season of Olympic, many tourist and European visitors would come to London. This could be an opportunity for an increase in awareness of the campaign. As for the Magazine and Out of Home, our agency has planned these two types of media will be made aware to public throughout the three months.

20

6.2

Media Scheduling

All of the media below were scheduled for primetime only, since our target market are professionals and young professionals. This would help, as people would be on the way home or in home at this time as they are done for the day.

6.3

Budget

Types of media Television

Price ITV1 GBP303,240GRP 4071 SKY sports GBP 333,564-GRP 512 E4- GBP 273,916-GRP 857 Sky News GBP 318,402-GRP 297 The Guardian - GBP 189,000 Daily telegraph GBP 1,062,000 Financial Times GBP 1,650,000

Total Price GBP 1,228,122.00-

Print Media

GBP 3,390,510.00-

21

The Times 489,510

GBP

Magazine

The Economist- GBP 34,176 Vogue GBP 191,400 London Underground- GBP 9,348 Buses & Taxis GBP 178,554

GBP 225,576.00-

Out of Home

GBP 187,902.00-

GRAND TOTAL

GBP 5,032,110.00-

Summary of Media Channels Used E4 Price per day 42 insertions package Total GRP 6,522 6,522*42 273,916 857.

Sky Sports 1 Price per day 42 insertions package total GRP 7,942 7,942*42 333,564 512.

Sky News Price per day 28 insertions package total GRP 11371 11,371*28 318,402 297.

22

The Guardian.

Price per day 21 insertions package 3months total.

9,000 9,000*21 189,000.

Daily Telegraph. Price per day 18 insertions package 3 months total 59,000 59,000*18 1,062,000

Financial Times. Price per day 24 insertions package 3 months total. 68,750 68,750*24 1,650,000

The Times. Price per day 18 insertions package. 3 months total 27,195 27,195*18 489,510

Economist Price per day 12 insertions package 3 months total 2,848 2,848*12 34,176.

Vogue. Price per day 3 insertions 3 months total. 63,800 63,800*3 191,400

23

London Underground 12 weeks total.(48 sheets) 9,348.

London Bus T sides (12 weeks package) 8,554

Taxi (3 months package plus installation) 170,000

7.0

EVALUATION

Evaluation plays a critical role in any advertising campaign and this campaign is no different. It is often said that if you do not know what success means to you and if you do not have a way to measure it, then you will not know when you have achieved that success. As marketers spend their communications dollars on numerous media, the need to determine the effectiveness of these expenditures becomes increasingly important. Both clients and agencies are continually striving to determine whether their communications are working and how well they are working relative to other options. Also evaluation is particularly important for our campaign because it is for a three months period and findings from evaluating the effectiveness of the message and the campaign as a whole will justify if there is the need for an extension of the campaign and changes that could be made to subsequent advertising campaigns for the Lumia 800 and the about to be introduced Lumia 900. The evaluation of this campaign will take three stages, the pretest stage where the message of the campaign will be tested, the posttest face where the message of the campaign will also be tested during the campaign and qualitative message research will be conducted after the campaign. Qualitative message research includes; 1. Focus Group: to identify pros and contras of the advertisement. 2. In-depth Interview: in order to know whether they like it and to identify levels of confusions. 3. Observation: to see how people react, and their perceptions towards the advertisement.

7.1

Pre-production Evaluation

This phase of the campaign will take place before the actual production of the creative to test the concept and message of the advert even before the campaign starts. To test the message for this campaign, a qualitative research approach will be used in the form of a focus group discussion. The focus group will consist of a sample of our target market, and will seek to test the concept and message with storyboards. The focus group will allow participant to talk freely about the message and the concept, get their understanding of the concept and message, identify points of difference and any 24

confusion that may arise. In focus groups, participants freely discuss the meanings they get from the ads, consider the relative advantages of alternatives, and even suggest improvements or additional themes7 Focus group as an evaluation method has the advantage of being relatively inexpensive and also will give us the opportunity to rectify any problems with the concept and the message before it is actually produced. However, pretesting using focus groups also has some disadvantages. The disadvantage is that mock-ups, storyboards, or animatics may not communicate nearly as effectively as the final product. The mood-enhancing and/or emotional aspects of the message are very difficult to communicate in this format.8

Belch and Belch, 2004: Advertising and Promotions: An Integrated Marketing Communications Perspective, Page 627 8 Belch and Belch, 2004: Advertising and Promotions: An Integrated Marketing Communications Perspective, Page 627 25

8.0

Appendix:

CREATIVE BRIEFING FORM

Agency Name Pitch Brand/Product Brand Essence Target

The Giraffe Nokia Lumia 800 Business Partner Business Professionals and Corporate Executives Male and Female ABC1 Class Age 24-60 USP Windows operating system, a PC in your hand What do we want the advertising to achieve?
To rekindle the latent affection for the Nokia brand and change perceptions of the Nokia as a manufacturer of entry level To increase the market share of Nokia in the smartphone market To position the Lumia 800 as a business tool for business and corporate executives To increase brand awareness of the the Lumia 800 and expand penetration among target market

How do we want the target to feel about the brand after the advertising? We want them to feel nostalgic-remember the relationship they used to have with their Nokia phone We want them to feel tempted and buy Nokia Lumia It not about producing a fancy gadget for them to use, its about enriching their lives. Its all about them We want to feel that Nokia has always been the part of their lives Message Points/Reasons Why Nokia has always been the part of their lives. Lumia is a business savvy phone, not just a Smartphone The windows operating system is the best a professional can have Mandatories The Nokia logo Must feature both male and female actors Taglines: more than a smart phones, its about you Media Outline TV Magazines Press Out of Home Timing: May 2012-July 2012 Budget: GBP 5,032,110.00

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Sample Posters

Robert Downey Jr and Kim Cattral are two celebrities this campaign will utilize. They are selected because they appeal to our target audience who are more up market and also help us to change the perceptions of Nokia as a manufacturer of entry level phones.

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REFERENCES

London Taxi Advertising,2011. [online] available at http://www.londontaxiadvertising.com/taxiadvertising-costs/ [Accessed 3rd March, 2012] CBS outdoor, 2010. National rates card [online] [updated 29, November 2010] available at http://www.cbsoutdoor.co.uk/Global/UK/documents/2011_Rate_Cards/London%20Underground%202 011.pdf [Accessed 2nd March, 2012] CBS outdoor,2010. National rates card [online][updated 29, November 2010] available at http://www.cbsoutdoor.co.uk/Global/UK/documents/2011_Rate_Cards/Bus%202011.pdf [Accessed 3rd March, 2012]. ITV1.cost for one transmission split by region[online]available http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs%20%20itv%20media%20-%20itv1%20and%20multichannel%20-sept%2011.pdf [Accessed 6th ,2012] at

The Guardian. Display advertising rates [online] available at http://image.guardian.co.uk/sysfiles/Guardian/documents/2010/03/29/rates-display-guardian.pdf [Accessed 2nd March, 2012] The Economist Group, 2010. [Online] available at http://www.economistgroupmedia.com/ [Accessed 5th March, 2012]. Wow. Android taking over the Smartphone market ,2012 [Online] http://allston.posterous.com/wowandroid-taking-over-the-smartphone-market Chris Davies, 2011 [Online] http://www.slashgear.com/iphone-most-satisfying-smartphone-but-androidusers-loyal-tips-research-19127125/ - disqus_thread Nokia Financial Report, 2011. [Online] nokia/investors/financials/financials/ available at http://www.nokia.com/global/about-

Belch G. and Belch M., 2004: Advertising and Promotions: An Integrated Marketing Communications Perspective, McGraw Gill, 6th Edition Ship Terence, 2007: Advertising, Promotion and other aspects of Integrated Marketing Communications, Thomson, 7th Edition

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