Nokia Design & Branding NOKIA LUMIA RETAIL by FCB Inferno London

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market United Kingdom
Agency FCB Inferno London
Released March 2012

Credits & Description

Category: Point of Sale
Advertiser: NOKIA
Product/Service: NOKIA LUMIA
Founding Creative Partner: Drew Saunders (Inferno)
Retail Creative Director: Greg Saynor (Inferno)
Retail Creative Director: Ben Peate (Inferno)
Media placement: Retail POS - Nokia Southwood, Farnborough - 24th August 2011
Media placement: Retail POS - Phones 4u, Leeds - 27th October 2011
Media placement: Retail POS - Phones 4u, Birmingham - 27th October, 2011
Media placement: Retail POS - Phones 4u, Stratford Westfield, London - 17th November 2011
Media placement: Retail POS - Vodafone, Edinburgh - 16th Novemeber 2011
Media placement: Retail POS - Vodafone, Stratford, Westfield, London - 5th December 2011
Media placement: Retail POS - Vodafone, Newbury - 12th December 2011
Media placement: Retail POS - Vodafone, Oxford Street - 15th December 2011
Media placement: Retail POS - Nokia, Mong Kok, Kowloon - 20th December 2011
Media placement: Retail POS - Elgiganten Fields, Arne Jacobsens, Denmark - 17th January 2012

Describe the brief from the client
Autumn 2011 saw Nokia’s most important device launch ever, the new Nokia Lumia, powered by Windows Phone OS. Our brief was to create visual disruptions that dominate retail space for the launch of Nokia Lumia. It would need visual consistency with the wider campaign, running in other media channels at the same time.

Describe the challenges and key objectives
The main challenge was to turn heads, on the high street and in shopping malls, and stop people in their tracks. We couldn’t rely on people seeing the advertising so needed to intrigue them enough to step inside.
We needed to ensure visual consistency with the wider campaign that was interesting enough to be genuinely disruptive.
The solution needed to be scale to flagship, large and medium sized stores.

Describe how you arrived at the final design
We hero’ed the beauty of the Nokia Lumia, by creating a visual identity, inspired by the user interface of live tiles. Using the window as the starting point, we created a world of tiles that appear to fly into the store, drawing you into the devices displayed, and give a sense of speed and movement. Once in store, the supporting POS was designed to have maximum impact – angular, colourful and disruptive, unlike anything to be found in the cluttered environments of mobile phone stores globally. Bold headlines were used to convey selling points and encourage trial with a live device.

Give some indication of how successful the outcome was in the market
The POS campaign was rolled out across thousands of retail stores across UK, Ireland, Finland, Denmark, Hong Kong, Vietnam, Sweden in both Nokia and operator stores from November 2011, and has now extended to all parts of the world. It is a temporary fixture with a shelf life of around 3 months. The campaign has created huge interest and has put Nokia firmly back on the map. The campaign has increased spontaneous recall for Nokia and has positively challenged shopper’s perception of the brand, moving it away from being seen as simply dependable, towards being seen as new and innovative.