To show the world that Nokia can change
and that the new handset was a real innovation.
Against a background of the burning platform and
poor performance, we needed to convince a large
global audience that Nokia could do things differently.
We changed the language of Nokia World, so that
everything was both New and Now. We went live
to the factory for the launch of the handset and
saw it being packed and loaded so it was ready
in store not in six months, but now.
We also changed the way in which everyone behaved,
giving optimism and the feeling that it is ok to be
proud of the produce.
A much more confident and positive tone and people,
giving the press and attendees surprise and delight
at every step. The press and the city noticed, with the
share price going up and the international press saying
that Nokia had changed.