Relaunching a Noughties Icon

HMD Global

AxiCom was tasked with relaunching the iconic Nokia 6310 “brick phone” for client HMD Global. Cue some early noughties nostalgia…

HMD Global, the home of Nokia phones, challenged AxiCom to make noise around the UK sales start of the re-imagined version of the iconic Nokia 6310 feature phone. To make things complicated, the phone had already been launched globally a few months earlier, so, to the public, the return of the Nokia 6310 was not news.

AxiCom pulled on media relationships far and wide, spanning national, consumer tech and lifestyle press to secure maximum awareness of the newly available Nokia 6310.

Leading with the hook of the 20th anniversary since the launch of the original Nokia 6310 in 2001, AxiCom positioned the new phone as the perfect tonic for those yearning for a hit of nostalgia.

Using brick-themed imagery to trigger the common association made with the original Nokia 6310 “brick phone”, we ignited a widespread conversation surrounding the relaunched icon.

We also took advantage of a seasonal hook (upcoming festive holidays), to highlight that the Nokia 6310 makes a great stocking filler to further drive coverage in lifestyle outlets via gifting ideas.

728.8m combined press coverage reach with 30 posts spanning mainstream news and lifestyle press including ITV, Mail Online, Lad Bible, The Sun

48+ hours trending on Twitter discovery page

254,900 likes and retweets on social posts about the news within 72 hours

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