NOKIA CORE CONSUMER FILM
Nokia is a Finnish multinational telecommunications, information technology, and consumer electronics company.
Nokia is a notable major contributor to the mobile telephony industry, having assisted in the development of the GSM, 3G and LTE standards (and currently in 5G), and is best known for having been the largest worldwide vendor of mobile phones and smartphones.
Nokia had engaged Truth Consulting to research attitudes to technology and the resulting behaviours of young core consumers globally. Truth then engaged us to use film to present their findings in an engaging and informative way.
CLIENT: TRUTH CONSULTING/NOKIA
PROJECT: CORE CONSUMER FILM SERIES
FIELD: FILM & VIDEO, BRAND INSIGHT
We were tasked to create a consumer insight film to reflect the findings of research conducted by Truth Consulting on behalf of Nokia. The research was focused upon the lifestyles of young adult Core Consumers in the U.S.A, India, China, U.K, Brazil, South Africa and Nigeria.
Our film was to reflect the lifestyles and choices of the young people in an attractive and informative way. It was designed to enable Nokia’s staff and global external agencies to better understand how these choices relate to Nokia and it’s products.
Over a 3-week period, we sent our crews to New York, Mumbai, Shanghai, London, Rio, Johannesburg and Lagos. In each city, our crew followed the research subjects’ everyday lives and activities. We worked closely with both Truth and Nokia to shoot alongside the field research as it was happening. Creation of shooting boards armed us with an idea of what we were looking for, although much of our ‘story’ was unknown and revealed itself along the way.
All film assets were digitally sent to our UK editing team at the end of each day, who then compiled the regional assets and checked footage. Working with our clients, the footage informed the research, and vice versa. Initial edits were created using just audio, to make sure that we had reflected the research findings and created a strong storyline.
We also created a series of extract films for use at an introductory conference in Los Angeles. Utilising over a week’s worth of footage the final film comes in at just under 14 minutes. Bespoke music and sound affects accompany clever use of graphic elements to highlight the findings and the final result is an intimate and entertaining picture of young people around the world.
Much admired, the film was described as “the best brand consumer film we have ever produced” by the senior Brand Manager at Nokia and shared globally with their marketing teams.
We also received thanks from the agency team “thanks for turning this fantastic film around so quickly” MD Truth consulting.