The Exponential Era

Nokia, once famed for its iconic mobile phones, struggled to shed its legacy image among enterprise decision-makers, despite having evolved into a leader in network technology. This outdated perception trapped the brand in nostalgia, limiting its ability to grow in the enterprise market, where sales stagnated at just 10%.

The key challenge was to reposition Nokia from a relic of the past to a forward-thinking leader, convincing tech leaders to see Nokia as the driving force behind next-generation enterprise solutions.

To transform perceptions, Nokia launched "The Exponential Era," a multi-platform content series designed to showcase its expertise in networks powering future technologies. The campaign focused on themes resonating with enterprise audiences — sustainability, industrial digitalization and quantum technology using compelling storytelling to demystify complex topics.

Hosted by Professor Hannah Fry, the video series featured Nokia Bell Labs experts and was set in a visually immersive, futuristic environment. Strategic partnership with Bloomberg ensured broad, credible reach, with content distributed across TV, digital, social, and live events, including the Bloomberg Tech Summit.

The campaign extended to interactive experiences, editorial sessions and data-driven articles, positioning Nokia as a visionary shaping the future of business and technology.

"The Exponential Era" generated 14.2 million video views, 82,161 article views and 2,420 hours of brand exposure, with an 84% video completion rate - well above industry benchmarks. In-person activations reached 455 attendees, including top executives.

The campaign drove notable brand lifts:

• +23 points in awareness

• +26 in supplier preference

• +30 in likelihood to recommend

• +28 in consideration for future needs

Nokia rose from seventh to fourth in its competitive set, with major gains in trust, innovation, and leadership attributes. Over 90% of exposed respondents were more likely to consider or recommend Nokia, cementing its position as an enterprise technology leader. 

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