Hard/Soft Ad
Soft Ad: It presents an emotional remembrance to a childhood pastime.
Most likely it’s meant to target consumers between their late 20s – to possibly early 40s;
However, it also can catch attention of the younger teen generations with its “cool & hip” features of the phone; and since the movie “transformers” was recently shown in theaters. Making it a positive reach to their attention.
Research – Planning
The company did research; they used current trends in the Hollywood industry to help launch the campaign for the new Nokia Phone. They shows the toy robot transformer to be confused or marveled at the Nokia Phone as it “transforms” from a phone into a messaging keyboard.
I remember having a similar look when my brother “transformed” his transformer action figures into some type of truck after twisting and turning him all different ways… so its appealing to see the toy express the same type of emotion of bewilderment on his face. Its message is funny and cute.
“The Transformers” was originally an animated television series in the mid 1980s depicting a war between giant robots that could transform into vehicles, animals, and other objects was created and aired.
Marketing – Branding – and International Marketing
Nokia is currently the world's largest manufacturer of mobile telephones.
Company was founded in Finland (1865)
According to Hoover's profile, a source of information on public and private companies of the world, wireless wizard Nokia has cast a spell on the mobile phone market. The company is the world's #1 maker of cell phones (ahead of such rivals as Motorola and Samsung, among others). Nokia is also aiming for the top of the nascent mobile Internet market. The company's products are divided primarily between four divisions: mobile phones (wireless voice and data devices for personal and business uses), multimedia (home satellite systems, and mobile gaming devices), networks (wireless switching and transmission equipment used in carrier networks), and enterprise solutions (wireless systems for businesses). It has combined its network equipment business with that of Siemens in a joint venture.
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