Launch of Nokia Lumia 1020 in The UK | Skillshare Projects



Launch of Nokia Lumia 1020 in The UK

Project Step 1:

I have decided to create a communications plan for the Window's Phone Nokia Lumia 1020.  Here are my reasons:

- I inspire to work on this account at Crispin Porter + Bogusky.    

- The technology market, for me, is one of the most exciting ones for planning because it moves extremely quickly.  You not only have to think about your own product but the products that are being introduced and the communications strategy of other companies.  For example, Apple and Samsung currently dominate the smart phone market place.  I find it interesting how, in recent years, Samsung was able to compete with Apple and I would like to see Window's share that major market.  

- This product fills an open niche in the marketplace, which is the need for a phone built around a camera.  The ability of the marketer to quickly and successfully respond to the consumer's needs (high quality camera phone) is paramount to make an on going impact on the consumer's buying behavior.  

-  I would like to research the consumer behavior of techies and how brands engage with them and emerge in situations where one or two companies own the majority of the market. 

2.  Adding Background Information:

Target Market:

- Camera Aficionados

- "Nokia Lumia 1020 will further strengthen our leadership in imaging, which plays an important toale in the lives of consumer today"

- people who value great imaging experience

- 50% of market who click peictures with their smartphones and a fraction of those are camera lovers

- those who are on the fence of size/weight and camera will chose camera

- consumer thought process: I need flexibility where I can shoot a scene first with out thinking too hard about subjects and then reframe or zoom in later, after the fact... "loosless zoom"

- "smart phone photographers" "the first smartphone to put the camera first"

- Youth: the phone comes with the app -> Internships Lens .7: "

Internships Lens helps you see internships all around you through augmented reality, and land those internships through some of the biggest, most respected brands in career services. Powered by, Linkedin, Here Maps, Twitter, Facebook, Windows Live,, Zillow and other best-in-class content partners, the app enables you to discover and apply for thousands of internships nearby and through your social networks."

Owned Media:





- Nokia Music


- Twitter @nokia 21,751 Tweets, 188,205 following, 1,066,488 followers

- Facebook 11,695,181 likes, 77,229 talking about this

- Google+ +39,114

- Youtube 268,049 subscribers, 174,861,932 views

- Instagram not an updated site, 2 posts, 10,396 followers, following 6

- Procamera, Internships Lens app, Self Branded Foursquare app

- Pinterest, Flickr

Bought Media:

- CP+B Campaigns

Earnered Media:

- Nokia in the news

3.  Consumer Journey Research Tools:

Consumer Barometer:  

Above, the Consumer Barometer, presented by Google, informs the media planner on four key aspects of online sources playing a role on consideration to actual purchase of mobile phones in Great Britain.  This information is somewhat general because it quantifies the role online media plays across the entire market of mobile phone purchases, however it allows you to make more informed assumptions about the marketplace than you were ever able to.  

The first note worthy information to a communications planner is that 78% of mobile phone purchases in GB were researched online during the consumer journey.  This is extremely exciting because now we know to occupy the web to inform consumers on the Nokia Lumia 1020!  Also, the information tells us that not much research is performed using actual mobile platforms so the campaign doesn't necessarily need to focus on such functions as mobile applications or responsive websites for product research done by the consumer.  However, we can use mobile later when consumers are in the consideration and decision phase of their journey to increase enthusiasm about the phone.  For example, we could use social campaigns on instagram with the objective to promote users to upload pictures taken with the Nokia Lumia 1020 and using a #nofilter and #nokialummia1020 in their captions.  Because the target market is heavily based upon smartphone camera aficionados, this would be a great place to engage possible consumers and increase their enthusiasm about the product.  

Below you can see the Google Consumer Journey displaying the technology market in the UK.

Google Consumer Journey:

With this information we find that different media channels play different roles in assisting the consumer through consideration to purchase.  This tool helps you explore and understand the consumer journey to improve your advertising campaigns.  

It may look like a lot of information thrown at you but as a planner you want every single piece of research you can get your hands on.  Contrary to the creative team’s view of numbers, planners and strategists love data.  After all, the planner makes sure the creative team is creating the appropriate messages for the campaign based on relevant facts and data so get giddy! 

The first graph presented in the top left gives us insight on whether each channel plays more of an “assist” or “last interaction” role in the consumer journey.  We can interpret this by just looking at the graph as a discovery path to purchase line and where each channel plays a role in that path. 

The next figure in the top right shows the same media channels presented in different graphs.  They show the ratio of assist vs. last interaction in each platform.  So as you can see from the example above, social plays a huge role in the early stages of a technology journey to purchase in the UK.  Planners use this information to consult the social media team on how to address messaging on Twitter, Facebook, etc.  Messages should spur interest in the product to someone who is virtually unaware that it exists, because it plays such an early role in the consumer journey.

 The line graph in the bottom left displays the average order value by days/steps in the consumer journey.  What you need to know from this example is that majority of consumer’s path to purchase takes 30 days/steps or longer.  This could be hypothesized from the start.  Put yourself in the consumer’s shoes and think.  You would purchase a piece of technology like a mobile phone after researching it and becoming more aware what the product is all about.  Opposite to that example, you may see a new candy bar at the local Wawa and buy it immediately.  Mobile phones and technology have longer journeys to purchase where products like a candy bar have little to no journey.  As you can see, the last pie graph simplifies the “average order value by days/steps” graph with percentages.

Example of a consumer's journey purchasing a mobile phone.

FCB Grid:

The Nokia Lumia 1020 definitely falls within the "High Think" quadrant of the FCB Grid.  The fact that this mobile phone is purchased because of its functionality, forces consumers to have a high thought process when determining whether or not it is worth the purchase.  This rational consideration of the Window's Phone gives way to high involvement in the product and creates a longer consumer journey to purchase.  This contemplation of purchase would also fall within the "High Think" quardrant because the consumer starts his/her journey by learning about the product, feels an emotion from the product and lastly ends with an action of doing.  This is called the "Learn-Feel-Do" Process.  I say that the consumer will end this way because it is not always a purchase.  Sometimes the action is less tangible like changing the mindset of a consumer.  This can be beneficial because the media can hook them to have a rational thought about the product and then connect them somehow with an emotion.  The Nokia Lumia 1020 can linger near the "High Feel" Quadrant of the FCB Grid so a successful campaign will heavily focus on the rational thought process of the consumer and then tie in an emotional connection, which will hopefully end with a point of purchase in the consumer's journey.

This diagram really helped me determine involvement and thought.

4.  Create a Consumer Journey Map:

Continued Research...

Google Search Result Trends (100=maximum interest):

England's Trends - Nokia Lumia 1020 (76), Apple iPhone 5s (84), Samsung Galaxy S3 (100)

Above, these google trends show people searching for Apple and Samsung far more than they would search for Nokia.

Above, this graph shows the majority of moible phone purchasers used a desktop/laptop/notebook to do research before purchasing in the UK & US.  

TACTICAL BRIEF:  "This 2012 study by Google discovers that product upgrades and having the latest and greatest devices are top reasons consumers purchase new smartphones. A whopping 52% of purchase-related searches occur before launch, implying that marketers should reach customers earlier in the pre-launch period. We also discovered that an extra 25,000 mobile searches will likely increase smartphone sales 17%. One month after launch, those searches boost sales 20%, indicating that marketers should make sure to connect across screens, throughout the launch cycle."

Key insights below:

TACTICAL BRIEF: The graph below shows mobile phone brand loyalty across different regions of the world.  European phone owners prove to be the most fickle when it comes to choosing brands with 20% staying loyal to one brand respectively.  This shows that there is in fact an opportunity to market to current Samsung and Apple users.  We can show comparisons in the 3 products within specific channels of media within the Consideration phase of the consumer journey.



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