Management: Message Strategy and Creative Big Idea

Running head: MANAGEMENT
Management
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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”