The Finnish mobile company pledged to revitalise its marketing as part of its turnaround strategy last year as it looks to reclaim its position at the top of the smartphone market.
This weekend Nokia will offer free teeth whitening with every white Nokia Lumia 900 sold at the flagship Phones 4 U store on London’s Oxford Street.
Nokia is leaning on its Lumia series to bring about a turnaround in its fortunes. It has released a series of models in recent months, including the 800 and 610, in a bid to appeal to each segment of the smartphone market.
Adam Johnson, head of brand campaigns for Nokia West Europe, says the “bold, fun and youthful” brand marketing drive is a reflection of the company’s new approach and confidence as a smartphone challenger brand.
He adds: “As we establish our exciting new Lumia range, the need to stand-out and be different has never been greater. We have embraced this challenger ethos by bringing products to market in ways we probably wouldn’t have considered previously.”
Last month Samsung overtook Nokia to become the world’s largest phone maker, highlighting its need for standout marketing In the UK, Nokia is the fifth biggest smartphone maker by market share, according to comScore.
Other recent standout campaigns have included Nokia launching its first Lumia smartphone, the 800, with a free 3D projection gig on London’s Millbank Tower by Deadmau5. Later in the US, the Lumia 900 was promoted by a Nicki Minaj takeover light show of New York’s Time Square, beamed to more than 30,000 people.