Nokia hires Fiat 500 for high profile promotion campaign of new 6220 phone
The mobile communication specialist, Nokia, has acquired 72 All Black Fiat 500 superminis on contract hire, for the launch of a ‘Nokia Connectors’ campaign, to promote its new 6220 phone.
This summer Nokia will be sending brand ambassador teams of students on to the streets, beaches, parks and parties in the UK’s 18 major cities. Each will be transported in a Fiat 500 carrying Nokia 6220 handsets. The teams would meet and entertain potential consumers and help them know about unique features of Nokia phones.
Nokia was vying for a ‘great look’ car that matched with the youthful image of its brand. Fiat 500, winner of the ‘Car of the Year 2008’ award, which is rapidly becoming lifestyle of the UK youth, was chosen under stiff competition from other brands. 72 units of All Black Fiat 500 car would bring a certain glamour to Nokia’s campaign over the next six months.
Models that will be on the streets throughout the campaign include cars with 1.4, 1.3 and 1.2 sizes of engine, which boast high performance, fuel economy, and minimum CO2 emissions. The 1.2 Pop version had ranked first in the WhatCar? Green Awards, under the Green Supermini category, in London last month.
Nokia’s choice of Fiat 500 was also influenced by the rise in residual value of the car on account of its huge success in the market. 500 1.2 Pop is estimated to fetch 47% residual value after 3 years.
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