Editorial

Nokia advertising blitz can only be a good sign

The past week has seen what I feel is a drastic change for Microsoft’s Windows Phone operating system and I don’t just mean the announcement of the new Nokia Lumia 710 and 800 devices. The biggest change has been in terms of promotion; yes finally we have a company that has decided to promote Windows Phone 7 and in a way that isn’t embarrassing.

Nokia’s announcement of their new Lumia phones was great news for the Windows Phone community and even more so for Microsoft’s future vision of Windows Phone 7 and the Metro UI. What has happened in the past is that Windows Phone devices get announced; yet consumers never get to hear about them or see them due to little or no promotion.

Take the UK launch of Windows Phone as an example, we had new devices from HTC, Samsung and LG out in stores, yet not only did we have no promotional material on TV or in magazines, not even the phone stores bothered to push them to customers. I remember looking for a HTC Mozart phone on launch day and if I had not been a writer or read sites like Neowin, I would never have known any Windows Phone devices had been released.

This time round Nokia/Microsoft seem to have decided it might be a good idea to sell their phones to customers rather than hope people pick them up by luck. Take a walk around London and you will see some great adverts for the Lumia phones, while some TV ads have finally been screened in the UK, admittedly to a mixed response from my group of friends and family.

While any advertising is good for a company like Nokia, it might be worthwhile showing off the phone and the UI a little bit more. The adverts on television so far have been a bit self indulgent rather than informing potential customers why a Nokia Windows Phone may be for them.

It didn’t appeal to my wife to example, someone who I would have expected to be a potential customer who current uses an Android phone, she said it didn’t tell her anything about the phone and seemed too arty for its own good.

Online adverts seen on YouTube and a number of other sites are better though, with information about the camera and other features mentioned and the obvious link to the Nokia Lumia website.

If they can work around this in the future I fully expect the advertising campaign to be a real boost not just for Nokia phones, but also for Windows Phone manufacturers in general.

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14 Comments

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hrmm that doesnt really inspire me to buy one (I would like one and am a WP7 user) but its nice to see an OEM advertising even if MS did have to throw money at them to do it. MS and its OEMS in the mobile space have for years failed to advertise and promote the brand properly leaving it up to telcos who usually do the bare minimum.

Osiris said,
hrmm that doesnt really inspire me to buy one (I would like one and am a WP7 user) but its nice to see an OEM advertising even if MS did have to throw money at them to do it. MS and its OEMS in the mobile space have for years failed to advertise and promote the brand properly leaving it up to telcos who usually do the bare minimum.

+1 to all of that.

My gf who refused to buy anything other than a bb might be getting a wp7 thanks to the Lumia 800. Goes to show Nokia really do know the European market very well. I'm getting it asap.

Would put me off one being a Nokia two the name and final nail the werid advert I love windows phone OS dont get me wrong just not nokia or an ad that hardly shows the phone.

""yes finally we have a company that has decided to promote Windows Phone 7 and in a way that isn't embarrassing.""

I would hate to be on MS's WinPH AD team and read that very harsh very true statement. Can you even imagine what the Zune could have been if it hadn't been followed by Vista and the Mac VS PC campaign, and had some actual support with letting people know about it.

Great article.

jimmyfal said,
""yes finally we have a company that has decided to promote Windows Phone 7 and in a way that isn't embarrassing.""

I would hate to be on MS's WinPH AD team and read that very harsh very true statement. Can you even imagine what the Zune could have been if it hadn't been followed by Vista and the Mac VS PC campaign, and had some actual support with letting people know about it.

Great article.

I dunno, this ad I think is the worst of all of the Windows Phone ads...

Not that any of them have been good, but I wouldn't even know what this ad was FOR if I just saw it...

I really want one of these...i have had WiFi & internet connectivity issues with my omnia 7 since last Fridays firmware update...this is my third handset that has had issues since December! I'm on 3 UK, they don't care and I hate 3 now! Love wp7.5 though its bloody brilliant. MS can't be blamed for 3 & Samsung errors.

My sister and niece have both pre-ordered the lumia 800, they are first time smart-phone users. I think the blitz may be working on that segment at least, but can only seem to find black on pre-order.