Nokia is aiming to change how it is seen by younger consumers with a new marketing campaign headed up by progressive house artist Deadmau5.
The manufacturer held another 4D sound and light show in south London this week to promote the launch of Nokia’s latest Windows Phone 8 smartphones, the Lumia 920 and 820.
The event took place in Flat Iron Square in Southwark, with the complex lightshow illuminating various elements of the square, from windows to bins, in time to the music, whilst Deadmau5 performed on top of a roof in his trademark costume mousehead.
It is the second time Nokia has partnered with the artist. Last year it lit up London’s Millbank Tower in time with his music when it launched its first Lumia smartphones.
Adam Johnson, who took on the new role of head of consumer marketing at Nokia this month, said the event is part of a drive to change young consumers’ perception of the Nokia brand. He said: ‘We want people to see Nokia as an innovative brand. We have a massively powerful brand but we need to make sure we nurture the audience of tomorrow. We want young people to talk about Nokia in a positive way as the audience of tomorrow and to physically engage with the brand and leave with a different perspective. We have the heartland audience but we have to open up a dialogue with the young.’
Nokia used the show to highlight the strengths of the Lumia 920’s PureView camera and its Nokia Music app. Consumers who have featured in Nokia’s television ad campaign #Switch were at the event using their Lumia 920 smartphones to shoot and upload content online http://bit.ly/V7YmGy to demonstrate the camera’s low-light capabilities. The photos will feature in a major online and press campaign. http://www.epklink.com/nokialumialive2012
Deadmau5 has also created a bespoke playlist from the event, which can be accessed via the smartphones’ Nokia Music app. The event will also feature in Deadmau5’s latest music video due to be launched in December.
Johnson said: ‘Our partnership with Deadmau5 extends way beyond him turning up at the show. Our number one objective is to ensure as many people as possible watch the video as well as the streaming on the night, and we will have a big digital marketing push and press campaign immediately after.’
He added: ‘Music and imagery are the two things we are brilliant at and we don’t believe any other manufacturer can touch us.’ Johnson oversaw the Deadmau5 collaboration last year.
In his new role he reports to James Kitto, West Europe head of sales operations. The position includes responsibility for all consumer marketing channels for the UK and Ireland, covering above-the-line, digital, sponsorship and events. He will also work with retail channels to ensure maximum exposure for Nokia’s smartphones and to ensure brand alignment.
Editor: Carol Millett