We’re really not fans of companies taking potshots at each other, and we’re not convinced that it’s even an effective marketing technique. If anything, for us, it tends to have the opposite effect than desired.
Unfortunately, that’s exactly what Nokia is doing with its latest Lumia 925 video (YouTube): dissing the camera-focused iPhone ads. Sigh.
Speaking over the kind of plinky-plonky music typically found in Apple ads, the narrator begins: “Every day, more photos are taken on the iPhone than any other phone.”
But as the footage rewinds, he smugly boasts: “But at Nokia, we prefer to build for quality, not just quantity.” Zing?
To be fair, the Nokia Lumia 925 ad isn’t just about mindlessly claiming that Apple users are zombies - as in this Nokia ad from June on YouTube. Insults, huh? Mature.
No, here there’s actually a handful of semi-interesting photo comparisons, with the iPhone 5 and Nokia Lumia 925 apparently taking the same shot with/without flash.
Nokia clearly thinks it’s onto a winner by emphasising the Lumia range’s camera smarts, saying: “We believe that every day, better photos are taken with the Nokia Lumia than any other cameraphone.”
However, it remains to be seen if that particular tactic will pay off. Apple shifted more smartphones in Q2 2013 than Nokia managed in 18 months. Can Nokia bridge the gap with camera-based boasting? Time will tell.