tailieunhanh - leap a revolution in creative business strategy phần 8

Năm năm 1999. Nokia đã nhìn thấy tương lai của nó, và nó rõ ràng không chỉ giới hạn thiết bị cầm tay. Quan sát ngành công nghiệp đã nhận ra rằng người tiêu dùng cuối cùng sẽ được sử dụng điện thoại của họ để lắng nghe âm nhạc trực tuyến, xem một bản xem trước bộ phim, hoặc kiểm tra giá cổ phiếu vì thế hệ tiếp theo của điện thoại | 170 The Entertainment Factor What s Your Future The year was 1999. Nokia had seen its future and it clearly wasn t limited to handsets. Industry watchers had come to realize that consumers would eventually be using their phones to listen to streaming music watch a movie preview or check stock quotes because the next generation of phones would be a lot less like the traditional telephone and a whole lot more like a computer terminal. Nokia was smart enough to realize that it wasn t just in the business of making mobile phones it was in the business of connecting people through mobile services. And to do that well it needed to connect mobile consumers to the Nokia brand. For that it turned to its PR agency and interactive agency in Rotterdam Bikker Euro RSCG and Human-i Euro RSCG. The Leap At the time Nokia s advertising tag line was Connecting People. The agency team began to think of ways to make Nokia s tag line come to life. The team ultimately settled on the idea of connecting with consumers by essentially drawing them into a really good story. We wanted to show Nokia that there was another way of connecting people not just by product but by communication of the Nokia brand itself says Marco Boender chief operating officer of Human-i Euro RSCG. That s where the creative leap began. We thought what would be a better way to connect people What do people talk about People talk about good stories about good challenges. What the agency team had discovered was the essence of the consumer DNA. They had tapped into what the consumer wanted to experience. Now they just had to connect the consumer to the brand. Eventually the team came up with a James Bond like adventure story that would be called Nokia Game. Created by Sicco Beerda and Joost van Liemt at the time creative directors at Bikker Euro RSCG Nokia Game was designed as an interactive adventure that would fully engage consumers in the brand experience. Nokia s Game Think beyond Your Customer Base The plan was to