Microsoft has released its first Nokia ad since buying the devices and services unit, focusing on setting it apart from the competition.
The Microsoft takeover of Nokia’s Devices and Services Business was completed last week and now 25,000 Nokia employees are joining Microsoft.
To celebrate, Microsoft has released its first Nokia ad, placing its own branding on the Finnish smartphone manufacturer.
The brand new “Not Like Everybody Else” ad, complete with The Kinks soundtrack, is aimed to highlight Nokia’s Windows Phone platform and its colour-centric design expertise.
“Colour runs through our devices; it’s part of our DNA. From the bright and bold Nokia X family to the metallic-fused Lumia 930, our colours draw attention and make heads turn,” reads the Nokia Conversations blog. “It’s what sets us apart from our competitors and what many of you love about our design ethos. We’re not like everybody else. Are you?”
The rather usual, but quite slick ad shows a monochrome street, with one vividly brightly coloured pedestrian rocking out with his Nokia Lumia 1020.
Of course, the colour devoid onlookers are shocked and awed by the colourful chap and his Lumia 1020 power, until he meets an equally colourful Nokia Lumia 2520 tablet user in a café.
Microsoft has deliberately played on Windows Phone’s position as the third most popular mobile OS, behind Android and iOS, marking it as a point of differentiation and emphasising its strengths.
The Microsoft Nokia buyout was originally announced in September 2013, but the sale didn’t complete until April 25, with the final deal price rising higher than original expectations.
The sale see Microsoft taking over Nokia’s handset arm and obtaining the licenses for a number of Nokia mobile trademarks and patents.
“Nokia and Microsoft have entered into a service agreement whereby Nokia would produce mobile devices for Microsoft,” read the official statement.
What do you think of the first Nokia ad under Microsoft? Has Microsoft made a wise move with its marketing strategy? Let us know in the comments below.
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