Nokia - THINKING OUTSIDE THE BOX
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The world is a very different place when you look at it through consumers’ eyes. Take what happened to the Logistic Development team in Bochum.
ACTION Shot of a confusing sign post.
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VO They asked consumers what they wanted.
The team was confused: “we already do enhancements”
Consumers said: “enhancements please”
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Cut to Nokia guy talking to a Consumer. The Consumer gestures to his phone.
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Cut to a close up of the Nokia guy with question marks coming from his head. He looks down, out of frame.
Nokia - THINKING OUTSIDE THE BOX
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VO Turns out, the problem wasn’t with the product, but with the packaging. Enhancements were packaged separately and sold in different areas.
ACTION Nokia guy gestures downwards and the camera pans to reveal...
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A landscape full of boxes. They are all different shapes and sizes.
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Nokia - THINKING OUTSIDE THE BOX
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To make a purchase, consumers needed to know about, search for, understand and be able to combine products and enhancements themselves.
ACTION The pan ends on the consumer looking at the signpost.
We weren’t making it easy for consumers to buy! The team looked to find a new way of packaging the extras with the products.
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The solution: enhancement boxes that fitted standard package sizes - one distinct unit that could be sold as a special Nokia package.
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Cut to close up of a confused Consumer.
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Cut to an empty landscape. A box pops into frame.
Nokia - THINKING OUTSIDE THE BOX
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The Fun Camera attached to the Nokia 3100 was the first pilot of the EMEA ‘Combi’ project.
ACTION A Nokia Fun Camera appears. The box opens and the camera drops into it.
The solution proved a huge success.
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The box closes.
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Cut to a stack of boxes.
Nokia - THINKING OUTSIDE THE BOX
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All the Fun Cameras sold and consumer feedback was enthusiastic.
ACTION The boxes flash as they vanish from frame.
Looking at the challenge from the outside in, rather than the inside out.
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The answer couldn’t have been simpler.
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There is a big flash that wipes the frame.
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This reveals a framed photo of the Consumer holding one of the boxes.