Communication Strategy to Humanize Technological Developments through Nokia’s Amatista Project
THE CHALLENGE
Nokia, a renowned multinational data networks and telecommunications equipment company based in Espoo, Finland, with countless technological developments and patents, sought to position 5G technology in a positive context, bringing it closer to the general public through a real example of its benefits and humanizing the brand.
The challenge was to develop a communication strategy to raise awareness of the pilot project Amatista that Nokia was carrying out in a nursing home in Segovia, which involved using virtual reality for palliative care in people with neurodegenerative diseases. LF Channel was selected to lead this campaign.
STRATEGY
LF Channel developed a communication strategy that focused on clearly demonstrating the benefits of using technology for people with neurodegenerative diseases. It was based on three key pillars:
Phase 1
Online Event
An online event was organized as the starting point for the communication strategy. Representatives from Nokia, medical specialists, and nursing home staff explained the project and its benefits, showcasing real videos of the technology in use within the nursing home and how elderly people enjoyed their virtual reality sessions.
Phase 2
Media Relations
Visibility opportunities were maximized through dedicated follow-up, ensuring the attendance of key media at the event. LF Channel managed interviews with relevant media, consolidating Nokia’s desired narrative and positioning in the context of technology and social responsibility.
Phase 3
Maximizing Coverage
Media coverage was boosted across top-tier outlets, including radio, television, and digital media. More than 30 pieces of content were developed and distributed, highlighting both 5G technology and the social impact of the Amatista Project.
RESULTS
Pieces of coverage published or broadcasted
Media outlets attended the online event
Interviews secured after the event
