The Amazing Everyday of Nokia Lumia
Nokia is trying to get consumer exited of their new Lumia product line running on Windows Phone with "The Amazing Everyday" marketing campaign. This massive campaign is trying to drive demand for the product by making these consumers lust for the Lumia devices. "We are paying obsessive attention to the target market, which is 25-year olds" said Steven Overman, Vice President for Marketing Creation at Nokia. "They need to discover things for themselves. They are brand savvy and loyal. And we need to engage them in their hearts and hands."
While Nokia doesn't say how much will be spent in this massive campaign, it will be more than they've ever spent on previous device launches. Operator will be on board too. The Nokia Lumia 800 will be the "hero" smartphone for 31 operators included in the initial launch, according to Nokia CEO Stephen Elop. "Each operator has committed to marketing at three times the level of marketing dollars committed to any other Nokia launch in history," he said. "Retailers are allocating more space and more staff training than ever before. And Nokia will be putting more live devices into the hands of more retail professionals than ever before."
"Nokia's messaging around Windows Phone is dramatically better than Microsoft's marketing," according to Avi Greengart, from Current Analysis. "Nokia is making the Windows Phone seem appealing which shouldn't be hard to do because it is appealing."
