A rock band is checking out of a posh hotel after a big night. The hotel manager is totalling the bill and he goes through a list of items which the band splurged on the night before - bathtub of vintage champagne, 18th century silver chandelier etc. The band leader is not shocked at the high bill amount and cooly pulls out his credit card for payment. The credit card was however declined. The band leader is shocked and tries to call his bank with his collection of credit cards to find out why.
Philosophy
The main objective is to highlight how Nokia's creative technology can enrich people's ife. And how it can bring consumers a range of new benefits that are relevant, exciting and enriching. We do not focus on explaning the technology per se. "More than a phone" is the advertising idea and it depicts the limitations (single use) of the traditional tools people rely on (in this case - credit card). You cannot use credit card to make calls but soon you can use your mobile phone to make mobile payments.The idea creates a cohesive campaign across all media. It is campaignable (now and into the future), is consumer friendly and differentiating.
Problem
Telecommunications is developing and converging rapidly. There is much noise from numerous categories and brands regarding Third Generation (3G) technology. Nokia, as a leading brand in the arena wants to take a positive role in the bright new world of 3G. The campaign is to show how Nokia's 3G technology will benefit the lives of consumers and in turn generate positive technology credentials for Nokia.