Nokia - SEA CHANGE
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VO Engineer: We’d had a great summer break. We were relaxed and ready to push the button on the biggest programme in Nokia’s history – implementing the DCT3 engine.
ACTION Open on an Engineer looking at a big button.
VO Engineer: But the moment we walked back into the office, we knew something had changed.
ACTION
Exec: We weren’t trying to be difficult, we were trying to enjoy our sailing holiday!
ACTION
Cut to close up as he scratches his head and looks worried.
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Cut to a wide shot of a boat sailing in the moonlight.
Nokia - SEA CHANGE
4 VO Exec: But each night, the other execs and I found ourselves talking more and more about the new, small Japanese products that had started to appear in the marketplace.
ACTION Cut to the interior of the boat. Execs have a large bubble above their head. Tiny phones are popping into this.
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VO Engineer: We’d spent the last year working our hearts out developing products based on 5V technology to meet lower cost and component targets. Yes, they were a little bulky, but the launch was only months away.
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Exec: The more we thought about it, we knew we had to challenge ourselves. We had to make dramatic change. We had to put the consumer first.
ACTION
Cut to a shot of an engineer with a big phone. He looks at it and then at the clocks in the background.
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Cut to the interior of the boat. Close up of two Execs. They look worrriedly at each other and the clock.
Nokia - SEA CHANGE
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Exec: We dropped anchor and called a crisis meeting.
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Exec: We looked at each other around the table. Those niggles weren’t going to go away.
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ACTION Cut to interior of the boat. Execs look at each other as the clock spins.
Cut to exterior of the boat. An anchor is thrown overboard.
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VO Engineer: We always knew that the best target was the best value for the end user – choosing 3V instead of 5 meant products would be smaller, but the technology was completely untested. We had no proof GSM could work with 3V.
ACTION Cut to shot of the Engineer looking at a battery through a magnifying glass.
12 VO Exec: We had to change everything – except the deadline. We knew it was going to be difficult getting everyone behind the new plan.
ACTION
Engineer: Moving to 3V meant going back to the drawing board for everything. DCT3 included development of the Nokia 6110, Nokia 5110 and a range of similar products to GSM 1800, 1900, TDMA, CDMA and PDC protocols. Hectic is an understatement. We needed to move quickly and work closely with our global team.
ACTION
Cut to a wide shot of a huge plan in a landscape of spinning clocks.
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An Engineer walks quickly through frame. the camera follows her.
Nokia - SEA CHANGE
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Exec: We held monthly meetings in Helsinki and people around the world volunteered to attend. I think things really started to shift when research showed that 3V would work with GSM and that the resulting product would also be better for the end user.
ACTION The Camera pans across people working and talking.
Engineer: It wasn’t easy – but we did it. Sales were double our original plans, many products became global leaders.
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Engineer: The Nokia 6110 won every product test it took part in. It became a GSM icon, just like the Nokia 2110.
ACTION
The Camera stops as an Engineer holds up a drawing of the final phone.
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Cross dissolve through to the actual phone standing on the winners podium.
Nokia - SEA CHANGE
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Exec: It wasn’t easy, we had to push ourselves to find the right solution for the consumer - once we’d made that decision, every single one of us had to make it happen.
ACTION Pan down from the Phone to the team of Execs and Engineers.
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