Nokia 3310 leverages “nostalgia marketing” for “PR stunt”
With the Nokia 3310 relaunching in the UK, technology firms have been warned not to use nostalgia “for the sake of it” without their customers actually wanting the device.
The mobile phone - originally released in 2000 - is without many of the features found on modern smartphones, but can last a month without charging and contains the classic mobile game Snake.
The 3310 is being re-released by Finnish firm HMD Global, which is licensing the Nokia brand to make new phones and tablets from the tech giant.
One marketing expert has warned against other firms returning to older gadgets unless there is consumer demand for the device.
Andreas Pouros from Greenlight Digital said: “Leveraging sentiment from the past has so far been an effective way for Nokia to communicate with its audience after the announcement drummed up plenty of excitement at Mobile World Congress earlier this year.
“However, it’s important brands don’t do nostalgia marketing for the sake of it. After all, not all brands can achieve that trip-down-memory-lane feeling like the classic ‘first mobile game’ Snake.
“If brands do plan to use nostalgia marketing within its campaigns, they must understand their audience well enough to ensure the campaign not only resonates, but also is something their customers actually want.”
Retailer Carphone Warehouse said it has seen “phenomenal” response from customers pre-registering for the device, but Pouros said questions remain over the motives behind the relaunch.
“It’ll be interesting to see if the sales reflect the hype for Nokia 3310 or if it was simply a PR stunt to generate excitement for the brand,” he said.
Instead of the large, high-definition screens found on modern devices, the new £50 3310 has a 2.4-inch display and only limited internet connectivity, instead offering longer battery life to make phone calls and send text messages.
In contrast, the most recent wave of flagship smartphones from Google, Samsung and HTC have focused on increasing the amount of artificial intelligence in their phones by adding powerful virtual assistants that are able to understand and carry out voice commands.
After its announcement, this journalist predicted that consumers would be reluctant to abandon the services, games and media that they have become accustomed to with their smartphones, in favour of a more primitive device albeit with better battery life.