Nokia Game: Brand Experience Campaign in Europe
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Volume 4 Number 1
Nokia Game: Brand Experience Campaign in Europe Lucas Michels Bikker Euro RSCG, the Netherlands
Nokia Game poem A Hospital bed is where I lay, Surrounded by strangers with stories to say, Not a thing can I remember, Before today 1st of November. Mario, Mika, mother+me, Everything is new to me, Some clues are text some are sound, If you look, they’re all around. I’m on the net everyday, Gathering clues so I’ll not stray, Lots of clues that I have found, Lets hope they win me 5,000 pound! Every day is never the same, Its the wonderful world of NOKIA GAME! (Sent by an Irish player to Nokia Game master) INTRODUCTION Nokia, the Finnish-originated telecommunications company, is one of the organisations that pairs a long, traditional history to a highly innovative present. Nokia’s history dates back to 1865 when a mining engineer established a wood-pulp mill in southern Finland and began manufacturing paper. Since then, Nokia has evolved dramatically, first growing into a conglomerate consisting of industries ranging from paper to chemicals, rubber, and electronics, then streamlining into a dynamic telecom-
munications company, which brought the company global success in a relatively short period of time during the 90s. The history of the company reflects its ability to recognize and exploit new opportunities, emerging from continuous market and technological changes. Making the right decisions at the right time indeed proves to breed success. Located in 50 countries with over 60,000 employees, Nokia sells mobile phones in 130 countries, phones which are manufactured in ten countries on three continents. This all proves to be very profitable business. In February 2000, the company reported the strongest annual (1999) operating results in its history, with net sales increasing by 48 per cent (to EUR 19.722m) and operating profit growing by 57 per cent (to EUR 3.908m). Commenting on the results, Jorma Ollila, Nokia’s Chairman and CEO, said, ‘Our sound competitive position, comprehensive product portfolio and innovative solutions, strong brand, and highly efficient global operations have driven our profitability growth. We will continue to focus on these areas to enhance our leadership in creating the Mobile Information Society. VISION AND STRATEGIC INTENT It is the focus strategy, the courage to make strong choices, which has made the company the world leader in mobile communications. It is the leading supplier of mobile phones and among the leading suppliers of mobile, fixed, and IP infrastructure networks. Nokia’s strategic intent is very
Corporate Reputation Review, Vol. 4, No. 1, 2001, pp. 67–71 # Henry Stewart Publications, 1363–3589
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Nokia Game: Brand Experience Campaign in Europe
clear: to take a leading, brand-recognized role in creating the Mobile Information Society by combining mobility and the Internet, and by stimulating the creation of new services. Nokia believes there will be more webconnected handsets than PCs in the world as early as 2002. In 2000, Nokia sold more than 128m
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