Nokia XR20 - Exercise from Intro to Copywriting

Assignment: Develop two print ads for the Nokia XR20

1. New phone just dropped.

Scared you?

It’s all good. Nothing happened. We dropped the new Nokia XR20 and all that cracked was the smile on our future customer’s face. With its military-grade case and Corning® Gorilla® Glass Victus™ display, the XR20 is scratch-resistant, drop-resistant, temperature-resistant, water-resistant, kid-resistant and even pet-resistant. Basically, it’s life-resistant. But irresistible.

Shop ‘till you drop at https://www.nokia.com/phones/en_us/nokia-xr-20 or at your local smartphone retailer.

2. We took a crack at it. But it didn’t.

Designing a non-breakable smartphone nearly broke us. We broke a sweat, broke our backs, but we didn’t take a break until the phone didn’t either. Finally, we made a breakthrough – The Nokia XR20. With a military-grade case and a Corning® Gorilla® Glass Victus™ display, it’s rugged. Reliable. Durable. And at only $549, it won’t break your bank either.

For more information on the Nokia XR20, visit https://www.nokia.com/phones/en_us/nokia-xr-20 or your local smartphone retailer today.

Brief:

Product:

•Nokia XR20 Smartphone: The Nokia XR20 is a new mid-tier 5G smartphone recently announced by HMD Global. Priced at $549 retail, the XR20 will be sold as an ”unlocked” device and is compatible with all major US cellular networks except Verizon.

Background:

•Once the dominant smartphone brand worldwide, Nokia was acquired by Microsoft in 2013. When Microsoft exited the smartphone business in 2016, HMD Global licensed the Nokia brand name, and has been manufacturing and marketing mobile phones and smartphones under the Nokia brand since 2017. While the Nokia brand has some equity and strength in markets like China, India and parts of Europe, Nokia (HMD) was ranked the 15th largest smartphone brand worldwide in Q4 2020. The XR20 is the brand’s newest device to help grow market share in the US.

Goals & Objectives:

•Execute a targeted print ad campaign to increase awareness of the Nokia XR20; goals is to drive incremental traffic to the product website, generate click-throughs to “buy now” pages online, increase sell-through in online and offline retail channels, and help generate more foot traffic and inquiries at US smartphone retailers and carrier stores (AT&T, T-Mobile, Metro, etc.)

Target Audience:

•Prospective Android smartphone buyers in the US, with the exception of Verizon Wireless customers. 50/50 gender split, with slightly older age demographic of 25 to 40 years of age. With it’s $549 price point, the XR20 is aimed the “value conscious” segment of the smartphone buying public, with an emphasis on buyers who value ruggedness, durability and reliability over having the “newest/latest smartphone” with a new design or cutting-edge camera or photography features. Based on consumer research and testing, the XR20 will appeal to outdoor enthusiasts, hikers, bikers and athletes who may be looking for a primary or secondary phone they can worry less about while participating in their outdoor activities. Research also shows interest in the XR20 among those in the construction trades for similar reasons: they are looking for primary or secondary smartphone that can better “survive” drops, scratches and other challenging work conditions daily.

Product USP / Value proposition

•With its ultra-solid case and toughest display glass available, the XR20 is scratch-resistant, drop-resistant, temperature-resistant, water-resistant and kid-and-pet-resistant. It also comes with up to 3 years of OS upgrades and 4 years of monthly security updates, so the phone will be up to date through 2025. And because the XR20 is designed to last longer, it’s better for the environment, too.

Key product features/specs:

•Sleek casing is made to the MIL-STD-810H military standard (military grade)

•Corning® Gorilla® Glass Victus™ display

•Comes with the latest, fastest, most secure Android 11 operating system

•Also comes with up to 3 years of OS upgrades and 4 years of monthly security updates

•Dual rear camera setup of features a 48 MP sensor, a 13 MP ultra-wide sensor and dedicated flash for serious detail capture, regardless of the lighting conditions

•Supports 5G connectivity, offering up to 20× faster connections than 4G

•OZO Playback technology lets you experience every booming detail through the extra loud stereo speakers.

Key takeaway or CTA:

•For Android users in the market for a new mid-tier smartphone from 0 to 6 months, drive traffic and sell-through to product page: https://www.nokia.com/phones/en_us/nokia-xr-20?sku=VMA750D9FI1LV0

•Secondary action: visit their favorite smartphone retailer or carrier store

Media channels:

•4C full-page and spread ads in a mix of outdoor enthusiast, physical fitness and general-interest publications

•Examples: Outside, Outdoor Life, Backpacker, Runner’s World, Travel + Leisure, Men’s Journal, National Geographic, National Geographic Traveler, Popular Mechanics