For the fall 2014 and spring 2015 I was studying graphic design in Helsinki, and the final work of fall 2014 was to create a launch campaign for Nokia’s new table, N1. The (a bit unfortunately) fictive idea was, that the company would get back into the electronics business with anew tablet, and our task was to create a whole marketing campaign around the launch. The launch campaign was concentrated in Finland, as otherwise the task would have been way too massive. As a marketing-oriented individual I was really exited about this task!
I will go through the actual task here in a bit more detail, but you can also skip it and go straight to the materials. We needed to create a concept, which would be the main idea of launching the tablet in Finland, and then use at least two marketing channels for its, well, marketing. Important was also the use of social media. There were no limits e.g. with budgets; we could do whatever we wanted! A rare occasion in real life but at least it would free the imagination. One could also use the current materials e.g. webpages or Facebook, and of course, use the Adobe programs we had been learning the whole fall.
CONCEPT AND EXECUTION
The concept’s main idea is to do a B2C brand awareness campaign which would would at the same time introduce the product and also give it a certain brand image and feel. So this is not yet a sales campaign; it'll come later.
The main message is to place the N1 tablet as a continuum in Nokia’s product innovations and success. The campaign would utilize the same image which contains four products which all played a part in Nokia’s success: the rubber boot, the mobile phones, the Lumia smartphones and then the new tablet.
The slogan for the whole concept would be #tarinajatkuu (#thestorycontinues in Finnish) as the point of the tablet would be to continue the story and success of Nokia, like it had done previously (despite what might have happened). Depending on the marketing channel there would be more or less text, but the images and the slogan would prevail. The point is to have a simple and effective concept which does not need a lot of explanation.
The main target group for the campaign are all Finnish people who are willing to buy a tablet, but an iPad is not an option. So they are not die-hard Apple-fans, but also preferably still missing the good days of Nokia’s mobile phones. This means working-age people who are rather wealthy and mostly living in the bigger cities. The campaign is thus a pure B2C brand campaign and for example not targeted towards the re-sellers.
The launch campaign would be as thorough as possible. It all starts with a video and then it is followed by a print and outdoor commercials to lure people to the new website or to look for more information with the help of the hastag #tarinajatkuu, in Facebook and Twitter.
VIDEO ADVERTISING
The campaign will start with a video, which will set the tone of what is to come. Its purpose is to set the brand image of the tablet as the continuum of Nokia's previous successes, create buzz and start the campaign with a bang.
The few minutes long video will show Nokia's success moments in a passing-by static images starting from the rubber boot factory and going through the success with the first mobile phones and smart phones. The images are about the products but also people behind the products or people using the products, like Mikhail Gorbachev making his first mobile phone call. The video ends with the image of the tablet and the hastag #tarinajatkuu.
The video will be first showcased in the video screen of one of the biggest shopping centers in Helsinki and also all over the country where these types of video screens are. The advertisement of the video showcase will be done in the biggest newspapers in Finland, in the cities where the video will be shown, like this:
[Note: Helsingin Sanomat is the biggest and most prestige newspaper in Finland and advertising on its front page not only reaches a lot of people, as the same ad will be shown in the mobile app as well, but also sets a very good image.
The translation of the text:The story continues today at Narinkkatori (or where ever the video will be shown) at 6pm, after which you can try the new tablet in action. Welcome! The video will be later posted on Youtube.]
The few minutes long video will show Nokia's success moments in a passing-by static images starting from the rubber boot factory and going through the success with the first mobile phones and smart phones. The images are about the products but also people behind the products or people using the products, like Mikhail Gorbachev making his first mobile phone call. The video ends with the image of the tablet and the hastag #tarinajatkuu.
The video will be first showcased in the video screen of one of the biggest shopping centers in Helsinki and also all over the country where these types of video screens are. The advertisement of the video showcase will be done in the biggest newspapers in Finland, in the cities where the video will be shown, like this:
[Note: Helsingin Sanomat is the biggest and most prestige newspaper in Finland and advertising on its front page not only reaches a lot of people, as the same ad will be shown in the mobile app as well, but also sets a very good image.
The translation of the text:The story continues today at Narinkkatori (or where ever the video will be shown) at 6pm, after which you can try the new tablet in action. Welcome! The video will be later posted on Youtube.]
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| This is where the video would be shown in Helsinki |
The advertisement of the video event would happen also on Facebook and Twitter, where the new channels of the product had been opened on the same day. [Note: when I did this campaign in 2014 was Instagram not yet existing in Finland so that is why it is not included. Had I done this exercise today, of course all the advertisement of the event as well as showing the video in a story would take place in Instagram.] The social media channels will thus use advertisement to let people know about the upcoming video and at the same time their goal is to get people to follow the new channels.
The video will be later shared in everywhere in social media with the hastag and later also published in Youtube. Pictures from the event where people can also try the tablet in action will also be shared.
After this video launch, on the next day, starts the advertisement with the rest of the campaign media.
The video will be later shared in everywhere in social media with the hastag and later also published in Youtube. Pictures from the event where people can also try the tablet in action will also be shared.
After this video launch, on the next day, starts the advertisement with the rest of the campaign media.
PRINT
[Translations to the image texts: above the rubber boots = the beginning, mobile phones = the revolution of mobile phones, smart phone = the first smart phones, tablet = N1 tablet, under the tablet = The story of innovation and persistence continues. Nokia N1 tablet now in stores.]
The whole launch is of course started from one of the places with the most impact in Finland, meaning the front page of Finland's biggest newspaper, Helsingin Sanomat, and other big newspaper from other parts of Finland.
The same advertisement will also be sent to other important and big magazines and newspapers across the country, which are read by the well-educated and affluent target group. The magazine's themes should range from business to tech and marketing. In addition to the front pages, the ads will also be shown inside the magazines as the campaign continues.
The whole launch is of course started from one of the places with the most impact in Finland, meaning the front page of Finland's biggest newspaper, Helsingin Sanomat, and other big newspaper from other parts of Finland.
The same advertisement will also be sent to other important and big magazines and newspapers across the country, which are read by the well-educated and affluent target group. The magazine's themes should range from business to tech and marketing. In addition to the front pages, the ads will also be shown inside the magazines as the campaign continues.
OUTSIDE ADVERTISING
The outdoor advertising starts on the same day as the print advertising, of course. The same ad will be posted on the walls of the biggest shopping centers in Finland, on bus and tram stops, on outdoor advertising boards, constructions sites and on buses or trams themselves. This shall last a couple of weeks.
[Picture below: Forum is a big shopping center in Helsinki which is located in the most busiest part of the city.]
[Picture below: Forum is a big shopping center in Helsinki which is located in the most busiest part of the city.]
The outdoor advertising images will be changing based on how much space is available and how much time people are expected to have to read the advertisement. More space and time means more text, like in the bus stops. With less space and less time, like on a bus or on a tram, means the images will tell the story and the hastag will encourage people to search for more information. Or to connect the advertising with other advertisements they have seen before about the tablet.
ONLINE ADVERTISING
Online advertising consists of the website, Facebook page, Twitter presence and online banners. [Note: Again had Instagram been already in Finland like it is now, it would have been used.]
All the events related to the campaign as well as some advertisements will be shared in various social media channels via posts and with paid advertisements. The official hastag is #tarinajatkuu but alongside it the product hastag #NokiaN1 will also be used
All the events related to the campaign as well as some advertisements will be shared in various social media channels via posts and with paid advertisements. The official hastag is #tarinajatkuu but alongside it the product hastag #NokiaN1 will also be used
Webpage
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The new website will be launched on the same day as the whole campaign begins. The website works as a normal website so by clicking the menu or the visitor can use it as the N1 tablet's Z Launcher, meaning he/she can start to write something on the tablet on the front page and the website will show items which will match with the letter that is written. By clicking the words the visitor can then move along on the website. [These are also the instructions which are found on the top of the website.]
The website will be in Finnish, English and in Swedish. [Note: I originally thought that the website would be in Finnish, English and Chinese but as this is the Finnish site it of course makes no sense. There will be a website for the China market, so this Finnish version will of course be only in those three languages mostly used in Finland.]
Facebook page
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Myös uudet suomenkieliset Facebook-sivut aukeavat samaan aikaan (facebook.com/n1tarinajatkuu). Sinne kootaan mainoksia, videoita, kuvia tapahtumista, tuote-esittelyitä ja myös vastataan kuluttajien kysymyksiin. Liikennettä tähän sivuun pyritään ohjaamaan nykyiseltä N1:n Facebook-sivulta, sillä siellä on paljon suomalaisia tykkääjiä sekä Twitteristä. Facebook-sivun osoite esiintyy myös mainoksissa.
At the same time opens also the Finnish Facebook page for the campaign [facebook.com/n1tarinajatkuu). Here information about events will be posted, competitions launched, advertisements shown, technical features presented, usage videos shown and also the questions of the consumers will be answered. Also consumer content with the tablet will be reshared.
[Note: if this would be done today, then the Instagram page would work in a similar way by sharing the branding campaign materials, videos, behind-the-scenes, events, competitions and answering of course questions from the public.]
Twitter
There will be a new Twitter account just for the N1 tablet, which will then also drive traffic to the website with the aforementioned hastags. In Twitter also tidbits of the campaign will be shown, teasers which will make the viewer want to go on a read more and questions will be answered. Also campaign materials and e.g. videos from events will be shared here.
Online banners
The front page of Helsingin Sanomat as an example:
Nettibannerissa on sama mainos kuin printissä, mutta vaakasuoraan. Se esitetään aina nettisivujen etusivun ylälaidassa paraatipaikalla, ei siis esim. koskaan sivupalkissa. Bannerit ovat aina staattisia ja ne vievät suoraan nettisivuille.
The online banners have the same image as the print, but vertical. The banners will be on the most visible spot on the front page but later on they can also appear as sliders on other appropriate sections of the websites.
In mobile depending on the page the advertising can also be horizontal (as is the case with the Helsingin Sanomat mobile app) or, if the space is limited, only showing the tablet with the hastag #tarinajatkuu. The banners will lead to the homepage.
CAMPAIGN EXECUTION AND LATER PHASES
The campaign is a 360 advertising campaign meaning all materials, as much as they can, will be shared and used and shared in all the channels, especially of course in social media.
The whole brand campaign will last around 3 weeks during which the videos and other advertisements are actively shown all over Finland. This campaign example is very Helsinki-oriented but purely because it was the easiest for me to take pictures of the elements in Helsinki. However the campaign will be a national one, reaching to the tip of the country, and containing also big newspapers from other parts of Finland.
The campaign's success will be measured based on how much people are sharing the materials, how many people participated in the first launch event, start to follow the newly opened social media channels, visited the website and how they were moving on the website. Also the amount of comments are being followed, and their content. So the metrics are mostly based on reach and visibility, as this is a foremost a brand campaign.
However when the launch campaign has ended then the more sale-oriented campaigns will start, where also the re-sellers can start their own advertising campaigns and the price and the technical features will the discussed. Also bloggers and other suitable influencers will be contacted, but that is for another campaign entirely.
The whole brand campaign will last around 3 weeks during which the videos and other advertisements are actively shown all over Finland. This campaign example is very Helsinki-oriented but purely because it was the easiest for me to take pictures of the elements in Helsinki. However the campaign will be a national one, reaching to the tip of the country, and containing also big newspapers from other parts of Finland.
The campaign's success will be measured based on how much people are sharing the materials, how many people participated in the first launch event, start to follow the newly opened social media channels, visited the website and how they were moving on the website. Also the amount of comments are being followed, and their content. So the metrics are mostly based on reach and visibility, as this is a foremost a brand campaign.
However when the launch campaign has ended then the more sale-oriented campaigns will start, where also the re-sellers can start their own advertising campaigns and the price and the technical features will the discussed. Also bloggers and other suitable influencers will be contacted, but that is for another campaign entirely.
Notes from the campaign: I did this 2014 so almost five years ago, when advertising landscape in Finland was still different from what it is today. I also had not yet have the time to work closely with Google and social media advertising nor did I have all the knowledge of digital marketing and content marketing as I have now.
Nonetheless I am still pleased with the plan I did! Of course this is on a very surface level, as it did not need to go so deep. As I was translating it now I could find a lot of elements which would need to be better thought out. So this is like a raw framework. But I did not want to start to fix this too much as well, I still want it to be a showcase of what I was capable of, say 5 years ago. (Yes, I need to come up with something more recent!)
I also did a major change compared to what I did previously. I decided to start the campaign with the video as in 2014 I had it coming only after the other advertisement had been running for a week. Does not sound that nice, right? Rather start with a video! So technically here would need to be two campaigns: for advertising the video launch event (in a teaser-way) and then the "actual" campaign after the video. So that's why the advertising of the video is not that detailed as I just wrote "advertise the video event in social media".
I could actually make a 2019 version of this launch campaign and make a more detailed plan of the how I would in today's media landscape launch the video. Stay tuned...
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