Reimagining an icon

HMD Global

Debut HMD Global and launch a portfolio of new Nokia smartphones at Mobile World Congress (MWC) 2017.


Summary

The launch of HMD Global unleashed massive expectation in the mobile phone industry over the long-awaited ‘return’ of the Nokia brand to smartphones. AxiCom was challenged with leading HMD Global’s activities and creating excitement for the new devices at Mobile World Congress in Barcelona - the world’s biggest mobile industry trade show.

Challenge

AxiCom developed launch plans and supporting materials for each Nokia handset, and coordinated with international markets to secure analyst, trade and business press briefings before and during the show. At MWC, AxiCom managed all onsite media, analyst and blogger briefings throughout, totalling over 400 meetings, as well as peer group networking events in the HMD hospitality suite, including an analyst forum, blogger dinner, media drinks reception and hands-on demo area.

Strategy

- Most talked about brand at MWC 2017 according to Brandwatch
- Product launch trended above the infamous #wrongwinner Oscars’ news
- Extensive positive global coverage and a new generation of Nokia followers energised by the new direction

Results





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