Brief:

How can we achieve consistency at retail level, efficiently?

Using monthly planograms, quarterly retail activity calendar - footfall and conversion programmes, activation & promotions and toolkits for new product
launches - maximise the impact.

​

Insight:

The mobile phone category in retail is extremely cluttered with branding and hardly any key differentiator for all brands especially in independent digital malls.
All brands (mostly in similar colours) as shouting product benefits and talking at customers

​

Task:

Using Nokia’s global proposition ‘It keeps getting better’ we came up with some POSM’s, regional activations and planograms at pitch stage.

​

Idea: IT KEEPS GETTING BETTER

When you buy a Nokia phone, you buy an experience that never gets outdated, but is instead, always updated. It just… keeps getting better.

 

This retail direction ladders down from ‘keeps getting better with time’, to create a message that’s more relatable and quicker to digest at in-store experiences.

 

‘Keeps Getting Better’ becomes an inspiration – asking life maximisers to stay updated. To let their life keep getting better with new experiences, while knowing that their Nokia phones will evolve with them too.

 

At a retail level, the concept also helps tie product features with the lifestyle messaging. Compelling purchases with the promise that the phone and life, only keeps getting better.

​

Role:

Project creative lead from start to present. My responsibilities included coming up with ideas and presenting the pitch deck. Since winning the project I have been responsible for over seeing the retail merchandising toolkit. Plus responsible for ideating and visualising the phone launches every quarter.

 

Below is the pitch presentation deck.