"Nokia is taking a cheeky poke at Samsung in its latest campaign, which uses ad vans to promote its phone. Samsung and Nokia are currently in competition for the number one imaging smartphone, so Nokia decided to play on this with a tactical ad buy, which sees the company target Samsung OOH locations advertising the Galaxy S4 Zoom drawing attention to the Lumia 1020's entry into the market and the fact that the 1020 is a much lighter and slimmer device than the S4 Zoom."
"Samsung and Nokia are currently in competition for the number one imaging smartphone, so Nokia decided to play on this with a tactical ad buy, which sees the company target Samsung OOH locations advertising the Galaxy S4 Zoom drawing attention to the Lumia 1020's entry into the market and the fact that the 1020 is a much lighter and slimmer device than the S4 Zoom. The campaign comes as Nokia looks to be more disruptive in the UK against its rivals, Samsung."
Nokia launched a tactical UK ad buy that deploys ad vans to promote the Lumia 1020. The vans are parked at Samsung out-of-home locations advertising the Galaxy S4 Zoom to create direct public comparisons. The messaging draws attention to the Lumia 1020's entry into the imaging smartphone market and emphasizes that the 1020 is much lighter and slimmer than the S4 Zoom. The move targets the head-to-head competition between Samsung and Nokia for the number-one imaging smartphone spot. The execution signals a more disruptive and confrontational marketing posture by Nokia against Samsung in the UK.
Read at The Drum
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