Windows Phone is already a huge hit with the over-30 crowd in Redmond, Wash. Now Nokia is hoping to boost the appeal of its new Microsoft-powered devices for 20-somethings in Europe.

Along with the unveiling of its first two Windows Phones today, the mobile phone giant previewed a new campaign called “The Amazing Everyday” that will be used to market the phones. Nokia marketing executive Steven Overman says in an interview that it will be the largest marketing campaign in Nokia’s history.

On stage at the Nokia World keynote today, Overman told the crowdthat the goal is to make young consumers “lust” after the new Windows Phones.

“If we aim for the 25-year-old in each and everyone of you, we reach the broadest commercial target,” he said.

As noted by Business Insider, the plans include stunts like having people dressed as Windows Phone tiles run through traffic.

“We’re going to do some unprecented and pretty amazing stuff,” Overman said. “We’re going to invade cities with everyday amazing moments, sort of upgrade routine moments with really fascinating, often very funny stuff. … When you encounter a moment like that, what do you want to do? Take a picture of it, share it. We’re making marketing that’s contagious.”

Comments

  • Guest

    Congratulations to Microsoft and Nokia on the launch! The new Windows Phones look fantastic and will really make heads turn at the discotheques this holiday.

    • Johnny

      discotheques?  really? fail.

  • Guest

    Congratulations to Microsoft and Nokia on the launch! The new Windows Phones look fantastic and will really make heads turn at the discotheques this holiday.

  • James

    Hmmm, Apple gives us Siri and Nokia gives us stunts like having people dressed as Windows Phone tiles run through traffic.  Tell me why would I buy a Nokia phone?

    • Guest

      Because you can download many apps which do everything Siri does and more.

      Honestly, James, voice search has been done. Fudge, even Microsoft did it years ago when they bought Tellme. Siri? More like “Me too-ri.”

      • Johnny

        It may have been done, but not done well.  Who’s actually using it?  It’s all about the experience, people.  All the MS fanboys always miss that. They always tout features, always forgetting that actual, normal, everyday humans have to use it.

        • Guest

          Bing “Vlingo.”

          Billions of non-iPhone users have enjoyed Siri for years. It just wasn’t called Siri.

          Think, Johnny. Think. Voice control. Think. Think, Johnny.

        • Guest

          Bing “Vlingo.”

          Billions of non-iPhone users have enjoyed Siri for years. It just wasn’t called Siri.

          Think, Johnny. Think. Voice control. Think. Think, Johnny.

          • http://twitter.com/fijiaaron Aaron Evans

            what the heck is “Bing Vlingo” supposed to mean?

          • Jimbo

            I agree, WTH is a ‘Bing-Vlingo’?  It sounds like a comic book character.

          • Shane

            Cmon Jimbo, it’s Bingo Vlingo!

          • Jimbo

            I agree, WTH is a ‘Bing-Vlingo’?  It sounds like a comic book character.

        • Guest

          Bing “Vlingo.”

          Billions of non-iPhone users have enjoyed Siri for years. It just wasn’t called Siri.

          Think, Johnny. Think. Voice control. Think. Think, Johnny.

        • Guest

          Bing “Vlingo.”

          Billions of non-iPhone users have enjoyed Siri for years. It just wasn’t called Siri.

          Think, Johnny. Think. Voice control. Think. Think, Johnny.

  • James

    Hmmm, Apple gives us Siri and Nokia gives us stunts like having people dressed as Windows Phone tiles run through traffic.  Tell me why would I buy a Nokia phone?

  • this was news in 2002

    On the underwhelming news front today
    Microsoft announces YET ANOTHER FIRST windows phoneCEO Stephen Elop said: ‘It’s a new dawn for Nokia’ he also called it ‘the first real Windows Phone’ It would be uncharitable to point out things like this   http://www.dcviews.com/press/Orange_SPV.htm (Oct 2002 – previous First Windows Phones)

    or that 
    By “modified N9″ they also mean the different chipset (Qualcomm MSM vs TI OMAP), the different screen size (3.7 inch vs 3.9 inch), different bands (quad band vs pentaband), different WiFi channels (b/g/n vs a/b/g/n), different NFC capability (none vs something), different RAM (512MB vs 1GB) and different storage (16GB vs option of 16GB or 64GB).

     but  the really  good bit about the news is that the name of the phone – Lumia
       is apparently – Spanish street slang  for –  ahem – lady of the night
    http://www.wikilang.com/English/Spanish/streetwalker/lumia/1320206

    Seems about right for MS
    Nokia lost when they decided to go Win Phone. Apple is struggling  and is now resorting to dodgy tactics such as patenting  slide to unlock (which clearly were used on other devices) but shows their growing desperation……   The future is in android….

    • Tom

      Apple– record revenues, record profits, most valuable tech co. in the world– yes, clearly desperate. 

  • Guest

    That ad is SO Microsoft (and it’s from Nokia – sad).  That is not going to cut it.

  • Guest

    that should be a disastrous flop then

    Nokia misses the boat once again.

  • Astro-Suprise

     Epic, post from James. let’s ask ourselves a question, is he a nokia/M$ astro-turfer?

    Difficult to tell, let’s ask ourselves another question…..

    When was the last time you saw a 25 year old at a Discotheque?

  • Mike Kelly

    discotheques, really was a major fail dude.

  • http://twitter.com/fijiaaron Aaron Evans

    I didn’t see anyone under 25 in that commercial.  And it’s a general rule that to appeal to a market segment you need to portray actors 10 years younger than the demographic (with the exception of the under 18 crowd.)  Another key is that he doesn’t say he wants to appeal to 25 year olds but “the 25 year old in all of us” — that means people over 25 — people enough older than 25 to look back on 25 with nostagia. Translation, 35+ and up.

    Another interesting point is that the assumed demographic of Microsofties is 30+. That doesn’t speak well for the Redmond giant in terms of fresh blood, but I suspect it too is also accurate.

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