Management: Message Strategy and Creative Big Idea

This document discusses the message strategy and creative big idea for Nokia 8's IMC campaign. It analyzes the brand message objectives, creative concept and theme, message appeal, suitability of the brand message for the target audience, and the importance of brand image for competing with other competitors. It also explains the use of creative big data and storytelling format in executing the brand message strategy, and the working of the big idea in different media used in the IMC campaign. The document provides insights into the message visuals and message copy used in the big idea.

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Table of Contents
Part 3- Message Strategy.................................................................................................................2
1. Analysis of Brand Message Objective of Nokia 8 to be communicated to Target Audience. 2
2. Description of Creative Concept and Theme of IMC Campaign............................................2
3. Identification of Appropriate Message Appeal........................................................................3
4. Analysis of Suitability of Product’s Brand Message for Target Audience.............................4
5. Analysis of Importance of Brand Image for Competing with Other Competitors..................5
Part 4- Creative “Big Idea”..............................................................................................................7
1. Explanation of Creative Big Data Employed to Execute Brand Message Strategy................7
2. Description of Story Telling Format Used to Execute Creative Direction through Big Data. 8
3. Working of Big Idea in Different Media Used in IMC Campaign..........................................9
4. Identification of Message Visuals and Message Copy in Big Idea.......................................10

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Part 3- Message Strategy
1. Analysis of Brand Message Objective of Nokia 8 to be communicated to Target Audience
 To inform the different customers by promising them that the products are availed in
latest technology through inclusion of better post sales service along with sleek design of
the phone
 To develop the high tech brand in the whole world by meeting the different needs of the
customers and retaining them in the market as well through keeping the pricing moderate
which can be affordable by the customers
 To create value and make difference for the different customers through providing them
with durability wherein the respective phone will be withstanding falls along with shocks
2. Description of Creative Concept and Theme of IMC Campaign
The creative concept along with the theme of the Integrated Marketing communication
plan of Nokia 8 is as follows:
Firstly, the main creative concept along with the theme of IMC campaign of Nokia 8 is to
re-establish Nokia as one of the prime brands in the mobile phone device as well as in the
Smartphone market as well as customers by sending unified voice through the different media
channels along with tools. The main concept and theme of the IMC campaign includes the
following:
Properly increase the brand image, reputation as well as awareness which will be helpful
in attracting the different customers in the market in an appropriate manner. The main aim of the
campaign is to establish the brand image of Nokia to their previous state and the campaign

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mainly focuses on conveying the practicality along with individuality of Nokia phones that will
be beneficial in adding value to the different customers along with sending unified marketing
messages which helps in analyzing that Nokia is different from the other competitors namely
Samsung and Apple.
With the common theme of “Unite for Love” while its comeback in India and in the
entire world that assists the company in improving their brand image and attract the different
customers in the market as well. In the advertisement campaign, Nokia was able to urge people
to spend time with their family on the festive occasion. The main objective of the campaign of
Nokia is to make the different people realize that the individuals are wasting way too much of
time on smart phones and not on their family.
Moreover, with the IMC campaign, offering the different customers with proper
durability, it has been helpful for the company to “links back to” and “fits” with your previous
decisions of the company appropriately.
3. Identification of Appropriate Message Appeal
The most appropriate message objective which will be essential in managing the brand
appeal for Nokia 8 in which the main aim of the company is to introduce the range of smart
phones in the competitive business environment. Moreover, the emotional branding is essential
for the company Nokia to encourage the purchases of customers as well as develop loyalty
among the customers to become more competitive in the positioning aspect in comparison to the
other competitors which are present in the market which includes Apple and Samsung. The
respective message which is showcased by Nokia Company after the introduction of Nokia 8
smart phones in the market, the company has been able to showcase the slogan “Unite for Love”

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that attracts more customers from the different age groups and it will be essential for Nokia to
improve their brand image and gain competitive advantage.
4. Analysis of Suitability of Product’s Brand Message for Target Audience
The brand message strategy is one of the most effective aspects which should be followed
by the different companies in order to appeal to their customers and gain competitive advantage
in the market in an effective manner. In case of introducing Nokia 8 in the competitive business
environment, the major suitability of the brand message for their target audiences include that the
cohesive brand strategy has helped Nokia in communicating with the different customers in a
clearer manner. As the messaging and the tagline of the company is effective, wherein it is
helpful for understanding the emotions of the customers, it will be beneficial for Nokia in
attracting and retaining the loyal customers in the market appropriately.
Furthermore, with the implementation of the brand message strategy, it will be helpful for
Nokia in increase their brand value along with creating emotional value for the different
customers present in the market effectively as well. The emotional, operational, monetary along
with growth related values are created by the respective company Nokia that helped them in
attracting a large group of customers and improve their position in the competitive business
environment as well. Nokia has been using the brand message strategy through implementation
of clear strategic messaging which can play a major role in swaying the customers in the
direction.
In addition, through the well-executed campaign which will be applied by Nokia will be
beneficial for them in letting the different people regarding their best characteristics which will
be delivered by them for the different kinds of mobile phones which are sold by them. In

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addition, Nokia has been able to include trust as well as loyalty among the different customers
present in the competitive business environment which will be beneficial in improving the
overall effectiveness in the market appropriately.
5. Analysis of Importance of Brand Image for Competing with Other Competitors
In case of competing with the different competitors present in the market which are
Samsung as well as Apple as the brand message strategy has been competitive wherein the main
appeal is to make the customers unite for love as the company Nokia feels that family comes first
and in the present scenario, the different individuals are spending most of their time in browsing
smart phones that is affecting the relationships among people.
While creating the brand management in the competitive business environment, it can be
identified that the promotional campaign wherein it is seen that Nokia tries to standardize their
products whenever it is possible and customize their products in order to meet the different
demands of the customers in an appropriate manner. Moreover, Nokia has been performing well
regarding the post purchase and sales services for the different customers in the market in which
they have build their own niche to have room for their business and make innovative smart
phones in the present scenario to improve their business operations in comparison to the other
competitors.
The other aspect which should be taken into consideration is the durability of the product
which has been mentioned in the brand message while attracting and making the customers
analyze the different smart phones which are sold by the company are durable in nature in which
the mobile phones are shock proof and they are able to attract a large group of customers and it
will be beneficial for them in gaining competitiveness in the market appropriately. With the

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implementation of differentiation technique along with low cost leadership strategies, Nokia has
been able to improve their brand image in comparison to Samsung and Apple. The main
approach of the product differentiation strategy is to provide the best quality products to their
customers, however the price is moderate and it is affordable by the different customers in the
market. The other competitors such as Apple and Samsung are not durable in nature as the
mobile handsets which are manufactured by them are delicate and costly and it is affordable by a
certain group of customers in the market. Through the inclusion of differentiation aspect, Nokia
has been able to distinguish their products from Apple and Samsung as the mobile phones which
are developed by them are durable and shock proof that has been able to improve their brand in
the present scenario of competitive business environment.

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Part 4- Creative “Big Idea”
1. Explanation of Creative Big Data Employed to Execute Brand Message Strategy
The creative big data which has been employed by Nokia to execute the brand message
strategy is “Unite for Love”. The main aspect of choosing the respective big idea in execution of
brand message strategy as it is one of the major attempts by Nokia to communicate to the
customers regarding the introduction of Nokia 8 in the market in which Samsung and Apple
companies are competing in a strong manner.
The big data in the marketing and advertisement is the term which is being used to
symbolize foundation for the major undertaking in the respective areas such as communicating
the brand to the customers along with creating a strong message which push brand boundaries
along with resonates with the different customers in the market as well. After the comeback of
Nokia in the competitive business environment, it helps in highlighting the relationship between
the mother and son/daughter and the respective advertisement has shown and featured a son and
mother wherein the son has gifted his mom his own phone as the gift and the respective film has
clicked more than seventeen million views within the span of two weeks.
From the respective analysis of big idea of Nokia, the company has been able to make a
proper and positive comeback in the competitive market through proper generation of Big Idea
and it has been helpful for them in attracting a large number of customers as the major concept of
the big idea is to showcase the love for one another among the different family members. The
Big Idea is one of the universal aspects which can be helpful in creating deep impact on the
minds of the customers to improve the brand image and gain popularity in the market.

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2. Description of Story Telling Format Used to Execute Creative Direction through Big
Data
The storytelling is one of the most essential aspects of the good marketing campaign and
it helps in building the business more efficient and effective in nature. It is the key to the
effective marketing strategy which will be beneficial for the different companies to improve their
brand image in comparison to the other competitors which are present in the market. There are
two major aspects which should be kept in mind when it comes to storytelling in the marketing
of a product or service to the different customers.
Similarly during the launch of Nokia 8, the major aspects which is required to be
considered in the storytelling while advertising the product in the market are reliability along
with emotional impact which should be created on the minds of the customers in the market who
are the target audiences of the company. In case of Nokia, with the respective Big Idea of “Unite
for Love” that included and showcased the love between mother and son is one of the emotional
quotients that can play a major role in improving and introducing the brand in the market with
inclusion of proper profitability in the market in an effective manner.
The major emotional quotient which is included in the respective advertisement or the
IMC campaign which was conducted by Nokia Company is the family love which helped in
attracting more customers from the middle aged group of customers and it has been helpful for
them in competing against Samsung and Apple as their approach is to gain profitability and
revenues in the market, however on the contrary, Nokia tried to gain the trust among the different
customers which was the successful brand message strategy in execution of Big Idea which was
the main important aspect in improving their brand image in the market effectively.

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With the Big Idea for Unite for Love Campaign by Nokia, the advertisements helped the
company in telling well-crafted story which becomes relatable in comparison to the traditional
hard sell counterparts. In the case of Nokia, story-Telling Advertisement has been of huge
importance for Nokia as it is creative and effective in nature as the advertisements have been
initiated through YouTube channels and the other social media channels which can become a hit
for attracting the customers and it further optimized these videos along with other content which
is helpful in reaching right audience in the market effectively.
3. Working of Big Idea in Different Media Used in IMC Campaign
Big Idea is one of the marketing along with advertising aspect which is utilized to
symbolize the foundation for the major undertaking in the different major areas which is the
attempt to communicate the brand, product or the concept to the different customers present in
the market which is competitive in nature. In case of improvising and gaining competitive
position in the market, Nokia can be using the Big Idea in all the aspects such as social media
marketing along with other channels such as newspaper through generation of emotional content
and attaching with the different customers at a deep emotional level.
The main aim and purpose of the Big Idea is to reach to the different customers and
connect with them at the deep emotional level. Nokia can introduce Nokia 8 model of mobile
phone through showcasing the emotional advertisements in social media channels such as
YouTube and through other channels such as Newspaper and it is the fundamental for the
successful digital approach of introducing the brand and gain competitiveness in the market. The
Big Idea is universal and it is communicated to the different customers across all media
platforms appropriately and it will be creating positive impact on the minds of customers
regarding the products or services which will be delivered by the company.

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4. Identification of Message Visuals and Message Copy in Big Idea
The message visuals and the message copy which will be used in the Big Data is
inclusive of the film which featured mother and son that helped in showcasing the love between
them and it helped the company in introducing the new mobile handsets in the market with huge
popularity in the market in an accurate manner. The visual communication and the message
visuals through the visual advertisements help in promoting the brand or the product to the
different customers who are present in the market.
In case of Nokia, it has been seen that the YouTube film featuring mother and son has
been of great power to inform, educate along with persuade the person or audience in an
effective manner. The visual aid helps in supplementing words with the pictures, charts along
with graphs which are essential to help the different audiences in understanding and increase the
interest of the audience and it acts as the note to reminder for the speakers. Nokia Company has
been successful in improving the brand image through YouTube film and they have featured the
different kinds of advertisements on television and other social media channels to gain more
competitiveness.