Nokia focuses brand strategy on retail stores

Nokia is positioning its retail stores as the lead communications channel in its branding strategy as it looks to make the shopping experience more “theatrical”.


The decision is part of the brand’s revitalised “Amazing Everyday” strategy, which launched in October, and will place a greater emphasis on experiential marketing as Nokia looks to drive in-store product engagement.

New store layouts are being developed to encourage visitors to interact with Nokia’s new phone line up, including the recently launched Lumia range, and focus less on transactions.

Paul Brennan creative director at design agency Fitch – which is developing the new store layouts – says that consumer experience is a key focus for Nokia, because it wants to be less dependant on above-the-line advertising.

It will also use experiential marketing initiatives, similar to Nokia’s branded installation at Westfield Shopping Centre, to drive consumers into its stores worldwide.

Nokia hopes that once consumers have played with its devices, the next time they buy a mobile phone, their previous experience with the brand resonates and influences the purchase decision.

“Nokia has realised that retail is a very important place in the advertising mix and want their consumers to experience more when in-store”, says Brennan. “No amount of marketing torque will convince someone to make a purchase. You need to pick the phone up and play with it.”


To see Nokia ads from campaigns that preceded its “Amazing Everyday” marketing strategy, click through to Pitch here.

If you are an agency with a great track record in delivering effective campaigns this year then make sure you enter the Marketing Week Engage Awards 2012 Agency of the Year category – just click here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here