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Nokia Launches Ad Campaign for IP Networking Unit

Nokia will use a new ad campaign that evokes its "people-friendly" consumer ads in an effort to sell its B2B products.

Mountain View, Calif.-based Nokia Internet Communications -- a division of the mobile communications giant -- said Friday that a new print campaign will extend its brand to the IP networking space.

"Nokia Internet Communications enhances [its parent's connection to consumers] by bringing a new level of security and reliability to the network -- enabling an Internet transaction that is personal and trusted, " said the division's vice president for marketing, Julie Parrish.

Created by the San Francisco office of Contra Integrated, the work is designed to raise awareness of Nokia's position as a leading provider of IP network security and virtual private network solutions, while keeping the look and feel of Nokia's TV and print cell phone campaigns -- which have been crafted by a number of agencies in the past, including Peak/Biety, The Richards Group, and Bates -- by using similar design and bright colors.

The campaign tagline, "Welcome to the Real World," aims to convey the message that Nokia products address "real problems" that people have in conducting business through the Internet, it said.

"Since its inception in October 1999, Nokia Internet Communications has become one of the fastest growing divisions of Nokia and has already established a market-leading footprint in the IP network security and VPN market segments," she added. "We need to continue to build our market position and now is the time to get this message out to the market."

Spending was not disclosed in either the creative work or the media spend. However, the yearlong buy includes more than 50 leading print business publications worldwide, including Network Magazine in the U.S., the Asian edition of The Wall Street Journal and the U.K.'s Financial Times. Throughout the year, print creatives will be swapped out to feature different products, Nokia said.

Direct marketing and Web creative, as well as sales collateral, will also use the same tagline and graphic elements to support the print campaign.