by Holly Shoemaker
Nokia has certainly stepped up its television advertising campaign for the Lumia 900 with its continued bold message to consumers: that the “smartphone beta test is over.” While the campaign launched about a month ago, it is really within the past week that I noticed the increase in television commercials. That would make sense after Nokia reported disappointing numbers in Q1 2012.
Does the Rolling Thunder Campaign Work?
On many levels the campaign works, with the latest ad in the series seeming the most memorable. I admit it grabbed my attention when Chris Parnell, in a deadpanned humorous way, told me I was just a beta tester. It is a bold statement to make and one no other smartphone manufacturer has touched. It also allows Nokia to keep the story going using the same theme. That could create unity for the brand.
However, I see some obvious flaws:
- The previous ads that seemed to mock Apple and the look and feel of other smartphones were pulled. Therefore, those unfamiliar with the beta-testing theme may not catch on to the ongoing story line.
- Nokia had to quickly fix a bug after releasing the Lumia 900. In theory, a product should have no flaws if the beta test is over.
- I do not necessarily see the commercial appealing to new smartphone adopters. I encouraged a relative of mine to take a look at this phone when she could have purchased it for free from AT&T; however at this time, my relative wants little to do with having a smartphone.
While I think Nokia has a product that differentiates itself, and one of the best smartphone commercials on TV, the company needs to convince current smartphone owners that it offers a better product over an Android phone or an iPhone one. A beta test will mean little to those newer to smartphone adoption.
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