Put the millennials in power: Ashley Benigno
Citing the example of Nokia Asha series, the Director, Creative Expression, Global Brand Strategy & Marketing Creation, Nokia - Finland shares how the brand successfully markets to the youth
According to statistics, half of India’s population is under the age of 25 years. Also, every third person in a city in India is a youth now. The increasing millennial population in the country has made ‘Youth Marketing’ the new buzz word. However, how to engage with this fast-paced, tech savvy sect of the audience has proved to be a challenge.
Ashley Benigno, Director, Creative Expression, Global Brand Strategy & Marketing Creation, Nokia – Finland expressed that in order to meet the expectations of the millennials, brands need to ask them what they want.
Nokia missed the smartphone bus by being loyal to Symbian and giving Android a miss. However, in its revival strategy Nokia has come out with its new Asha series that have the potential of being ‘the’ device for the youth. But to attain this position was the requirement of a marketing strategy that would hit the right TG at the right spot.
Benigno pointed out that in case of the youth, there is not just a change in culture, but there are emerging behavioural patterns in which imagination plays a potent role. Thus, to promote their new series Nokia banked on these elements.
While the youth want to be hyper connected, cash is a major constraint. Thus, Nokia offers affordable handsets with Qwerty feature (which was earlier synonymous to BlackBerry phones) to connect with the youth. To promote the new Nokia Asha series, the brand came up with the ‘Qwerty Me’ digital initiative, which managed to create digital buzz and user generated content for the brand. Also, the entire campaign was associated with freestyle attitude towards life, encouraging the youth to live their life their way.
Nokia introduced the Fastlane feature, which help users find everything of their interest on one menu. Benigno shared that to make Fastlane click, the brand asked the consumers whom they were going to serve, what they needed in their smartphones. Speaking to millennial across the world gave Nokia a central idea of what they expect and thus, Fastlane was formed.
Benigno expressed that to connect with the emergent global youth, marketers need to be on the same page as they are. They need to put the youth in power and listen to them to engage with them.
Benigno shared his views at the IAA Global Marketing Summit, in partnership with exchange4media, being held in Mumbai on September 30, 2013. The session was chaired by Rajesh Kejriwal, Founder & CEO, Kyoorius Group.
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