Challenge
Nokia Phones changed their corporate strapline from “Connecting people” to “Unite for…” This left them with an open-ended
pay-off line that could adjust to many situations. Unite for equality, Unite for respect, Unite for love, etc. This is all good and well, but how do we create a single campaign with a USP when you can unite for pretty much anything under the sun?
Solution
Everyone has something that matters to them, something they would want to #UniteFor. So, everyone’s need is different yet every voice matters. We had to find a voice we all have in common in order to create a campaign with a theme.
We embraced the innver-voice. We all have that little voice that guides us through life. It’s at its loudest when we’re about to attempt something that matters for the first time, our own little pep talker.
Welcome to three firsts in life, where people had to rely on their inner-voice to get them to WhatMatters.
Credit: With BPG Group
Credit: With BPG Group
