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Nokia’s First Windows Phone Ad Misses the Mark



Yesterday, Nokia finally made its highly anticipated Windows Phone devices official introducing the Lumia 800 and the Lumia 710 to the world.

Well, as AdAgeDigital reports, Nokia’s CEO Stephen Elop has promised a marketing blitz triple the size of any previous launch in order to promote these two phones in Europe this year and in the United States next year.

Well, Nokia has released the first of many advertisements and this one promotes the company’s Lumia 800 smartphone. The ad promotes the phone under Nokia’s “The Amazing Everyday” banner and was created by London independent agency Inferno Group.

Nokia is currently seeking an agency to produce commercials for the launch in the U.S. The video starts off alright but by the time it ended, I was left completely and utterly confused. Apparently, Nokia has taken a page out of the Verizon Book of Advertising wherein the reader is taught to show as little of the phone as possible.

We see the Lumia 800 only in the last couple of seconds of the ad.

Lumia 800

Nokia's Lumia 710 and Lumia 800 deserved better.

There is nothing that tells us why this is a phone to get excited about. Nothing that screams ‘you should buy this over the iPhone 4S or an Android device.’ Nokia doesn’t even see it fit to tout the benefits of having Windows Phone Mango.

I realize that this is the first advertisement but that doesn’t absolve it. Plain and simple, it really missed the mark.

After watching it, I’m not interested in the phone.

I’m not interested in the software.

In other words, I’m not interested in what Nokia is selling here. And I thought that was the point of advertising especially in an industry as cutthroat and crowded as the smartphone industry is.

These are gorgeous looking phones with equally fantastic software and Nokia should be showing them off every chance that it gets.



  1. Ricardo Tovar

    10/27/2011 at 1:12 pm

    That just means the ad is not for you. People like you and me have tech blogs and other means to be informed about that kind of technical stuff. The target market appears to be people that don’t care about a features list or techy software review or design talk in an ad.  I happen to know people like that, and they look just like the individuals in this ad…  I sense the purpose of this ad is to get attention in a different way, and that’s not necessarily bad.

  2. Oonlan

    10/27/2011 at 11:25 pm

    I’m always amazed at the fact that, when evaluating phones, people have 2 main criteria:
    – what will people think of me for buying/choosing/using that fashion accessory
    – will i be able to use it
    Specs and functionnaliry appear in the evaluation process only in the most roundabout way.

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