Nokia Gets Experiential

A dispatch from Liverpool reports on Nokia’s stated intent to move away from direct marketing in favor of more experiential face-to-face campaigns. The cellular giant has been sliding in global share — about 30 percent currently — and wants to reconnect with the urban youth and the tastemakers of their generation.

The XM campaign revolves around Nokia’s Fashion Connection line of phones, and will see teams of hotties hitting bars, cafes, high-traffic spots and hang-outs armed with the phones and flanked by flashing paprazzi and fashion photogrphers.

Jason Paris, senior marketing manager at Nokia UK, said: "Traditional DM isn’tsomethingwe’ll be looking to use as much. VVe want to surprise and engage consumers in ways they wouldn’t expect."Jason Paris, senior marketing manager at Nokia UK, said: "Traditional DM isn’tsomethingwe’ll be looking to use as much. VVe want to surprise and engage consumers in ways they wouldn’t expect."

Paris confirmed that Nokia plans to invest considerably in face- to-face marketing across its brand portfolio: "We have big things planned in terms of getting cut through for Nokia in unexpected ways."

The agency: Haygarth Group.

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