12. PEN PORTRAIT
Likes: Hanging out with friends and if I’m honest I’m not really
bothered about following current trends.
Dislikes: Celebrity culture
Personality: I have strong beliefs and am neither outgoing nor
conservative. I don’t like things given to me on a plate; instead I
like finding things out for myself (it makes me feel smart.)
Social: On the weekends my friends and I go out for a drink or
two to catch up, as during the week we’re all at work.
Education: At school I was never an A* student, I was an
average Joe in terms of grades.
Interests: I like watching the Apprentice and The X-factor, with
the occasional episode of Family guy.
Admirations: I admire people who work their way up in the
world.
Aspirations: I want people to notice me, not for what I own but
for what I can do. I don’t like restrictions and I don’t like people
telling me what to do. I believe that if you work hard in life and
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your career you will succeed.
Thursday, 19 May 2011
13. OBJECTIVES
The person will own the brand, the brand will
not own the person. Nokia is the practical
phone which will serve the owner and support
owner’s personality. Make an integrated
campaign that has one unified voice that re-
establishes Nokia as a brand that is different
from others on the market.
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Thursday, 19 May 2011
14. FEATURES
Generally all phones simple to use
Nokia is a practical phone. For example,
for young families with little children.
“Snap a picture of the baby’s first steps”
etc.
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Thursday, 19 May 2011
15. BENEFITS
Capabilities of creating personal
content that expresses their
individuality.
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Thursday, 19 May 2011
16. TONE OF VOICE
Straightforward, uncomplicated
and BE REAL.
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17. PROPOSITION
CAMPAIGN USP, Smart Phone Made Simple,
the emotional proposition is
nostalgia.
Nokia’s competitors are relying
SUPPORT mainly on user image to create
their brand identity. Nokia can offer
a unique user experience that
other brands do not.
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Thursday, 19 May 2011
