Nokia is aiming to maintain its dominance over Apple’s iPhone with a £40m marketing campaign for its N8 handset.
The N8, which comes with a host of media features, including 12 megapixel camera, a new operating system and 3.5 inch screen.
The campaign will run until the end of April, and features direct and digital executions as well as a £4m TV campaign, which it claims is more than any other manufacturer spent last year. The company works with a number of agencies in the UK including Wunderman and Wieden & Kennedy.
Nokia said the campaign for the N8 will be its biggest on a single device since the N95 launched in 2007.
It said marketing would be kept simple to show what the product does, rather than use multiple “confusing” messages, as with previous devices.
All imagery used on its ads will be taken from the N8 device, and Nokia is also launching a photography competition that will see the winning picture taken on the N8 displayed on the nearest poster site to the user’s home.
It is the second time in five months Nokia has launched a campaign for the device, having achieved sales of 20,000 units per week at its peak – it hopes to hit similar figures again.
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