In order to kick-start growth, they needed to reposition the brand towards new audiences and spaces in culture more aligned with natural brand and product strengths. This meant better understanding current customers as well as identifying new growth audiences connected to broader societal trends around sustainability, connecting with nature, slower consumption and Scandi heritage.

Working with the global brand team and regional marketing leads to ensure local relevance, Codec identified 4 key consumer communities to reposition the brand around. Representing the spaces in culture that existing customers, aspirational and values-aligned consumers were participating in. Collectively, this new core strategic target provided the fuel for the refreshed brand strategy and creative development.

Codec insights powered the brand redefinition sprint, aligning global teams around a unified source of truth across a 2 day workshop to launch and socialise the approach.

Tracking live on the Codec platform, global and local audience insights shaped the campaign briefs and localised activation planning that launched the new look Nokia brand globally.

The repositioning initiative powered by Codec yielded impressive results within a remarkably short timeframe of just 10 weeks. With buy-in secured from all regions, the revamped brand strategy and creative platform were successfully rolled out across the top 5 markets, ensuring a cohesive and unified approach to repositioning the brand.

The impact of this repositioning effort was quickly apparent, particularly in North America, where post-launch results showed a remarkable 11% increase in quarterly sales.