backtop


Print 34 comment(s) - last by PrezWeezy.. on Apr 3 at 8:49 PM

Nokia has a little bit of fun with its competitors

Nokia Oyj. (HEL:NOK1V) unofficially just kicked off "Operation Rolling Thunder", the reported internal name of the ad blitz surrounding the Lumia 900 LTE smartphone (the phone launches April 8 on AT&T, Inc.'s (T) network in the U.S.).

A teaser clip featuring ex-Saturday Night Live alum Chris Parnell aired during NBA games on Sunday, suggesting that previous smartphones to date may have been "beta phones", inviting users to visit a mysterious new website "smartphonebetatest.com".

As WPCentral points out, that site contains images that point to the ad being the work of Nokia and AT&T.  While the teaser is a bit subtle as to exactly what phone the campaign is primarily targeting, the three videos "Outside", "Fragile", and "Death Grip" make it pretty clear that they're mocking the iPhone.  The videos mock the iPhone screen's poor performance outdoors, its tendency to shatter, and the infamous antenna issues of the iPhone 4.

The "Death Grip" clip even quotes echoes late Apple CEO and co-founder Steven P. Jobs' now infamous admonishment to customers -- "You're holding it wrong!"

(Note: This isn't the first time Nokia has mocked Apple's antenna woes.)

Teaser:



"Death Grip"



"Outside"



"Fragile"



The ads look to be the work of veteran ad agency Butler, Shine, Stern and Partners, given the fact that they have been posting to Twitter related messages using the hashtag #BetaPhone.

Reactions to the videos at this point are expectedly mixed. It's a pretty bold move for AT&T to endorse this type of an attack on one of its top products, and it shows exactly how serious AT&T is about the Lumia 900 launch.

The Lumia 900 preorder went online over the weekend.  While we knew that AT&T was pricing the phone very aggressively -- under $100 -- what was a surprise was that the carrier is now offering the phone for free to new subscribers.

Source: WPCentral



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

Look at the money, not at the words
By name99 on 4/2/2012 3:25:09 PM , Rating: 3
quote:
what was a surprise was that the carrier is now offering the phone for free to new subscribers.


Nothing says "we're confident about the desirability of our new phone" like "we're giving it away for FREE".

The interesting question will be what happens with the next phone. You can justify a one-time give-away as a publicity gimmick that tries to get the phone out there. But Nokia conclude that the only way they can compete with Apple is to also give the next phone away for free, that's not a good sign.

[And yes, yes, I know that a "free" phone still means money paid to Nokia via the contract subsidy. That's not the point. The point is the psychological message that is being sent --- the value of our phone is precisely zero dollars.]




By arnold123 on 4/2/2012 5:56:28 PM , Rating: 3
The only reason they are giving is away for free is so that people can experience the OS for and the product.

Been on iOS for 2 yrs and having recently made a switch to WP7 (mango) i personally feel WP7 is a much better OS atleast compared to iOs and the only reason why its not popular is people haven't given it a try as a lot of people have negative preconceived notions abt any product named windows.

i love it when i am out with my buddies or co workers and have to find a place to eat or directions to some place i am always the first to get it and then they ask me which android phone is it and i say its a windows phone and they have this weird look on their faces and in my mind i am "Got smoked by a windows phone..."


"Nowadays you can buy a CPU cheaper than the CPU fan." -- Unnamed AMD executive














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki