Media Blog Project 1

The Nokia 6310 "Long Live the Brick" Campaign

    Recently, through its parent company HMD Global, Nokia re-introduced the Nokia 6310. This phone was one of the most iconic 'brick phones' of the early 2000s. This campaign was part of a larger movement by Nokia to revive classic devices, like the 3310 and 8210, updated with a few modern touches. Their marketing tagline reads "Long Live the Brick." The details of the updated Nokia 6310 featured the classic curved body style with physical buttons, a color screen larger than the original, 4G connectivity and simple WhatsApp compatibility, a FM radio, MP3 player, and longer life battery, and most popular, the Snake game is back. 

    The first thing I saw about it was on Tik Tok, it was a clip of Drake, a famous rapper, lip syncing to one of his most famous songs, "Nokia." The video was shot in black and white, which gives it retro themes, and had pixelated screen which played into the comeback of the Snake game. The campaign launched with short videos and memes. Trending videos started circulating on TikTok and Instagram showing Gen Zers trying to “live with a Nokia for a week.” Also, huge posters were displayed with lines like, “No filters. No DMs. No battery anxiety.” and, “Built to last. Like your mom’s spaghetti recipe.” There were also Influencer challenges where the creators posted 48-hour “digital detox” vlogs using only the 6310. Lastly, there were Limited-edition merchandise including retro-inspired accessories like snake-pattern phone cases and T-shirts with pixel fonts. 

    The concept of the campaign was that instead of competing with Apple, Samsung, or Google on cutting-edge specs, Nokia leaned into what made its early phones famous: simplicity, durability, and nostalgia. The campaign’s tone was self-aware, smart, and a little playful by labeling the 6310 as “the anti-smartphone.” One of their core themes was “Disconnect to reconnect," which encouraged people to take a break from being digitally overwhelmed. The ad also promoted durability by showing the phone surviving dramatic drops, spills, and even being run over by a skateboard. My favorite part about the ad was that it was nostalgic. Now I personally never owned a Nokia phone, but I have 4 older siblings so I was always aware of the latest pop culture even at a young age. This ad had a lot of references to early 2000s pop culture and memes like “this phone could survive the apocalypse.”

    The response from the public was very positive, especially among millennials and Gen Z. What worked well was authenticity. Nokia didn’t pretend to have the latest cutting edge technology, it embraced being old-school. The campaign was also very relatable. It captured the cultural burnout many people feel with constant notifications. I can personally relate to that as I just deleted Tik Tok and Instagram for a while for a 'social media detox.' So for me, I would be interested in buying the Nokia 6310 to have when I need a break from social media. Another thing that stood out for this campaign was the meme potential. Countless Tik Toks and Twitter/X posts used the “indestructible Nokia” meme as part of the trend. If public response isn't enough, HMD marketing reported a +40% sales increase in their “retro series” phones compared to the same period in 2024. Also, the TikTok hashtag #NokiaBrickChallenge passed well over 100 million views.

    There are a few reasons this ad worked so well. Nokia leaned into identity, not competition. Nokia didn’t try to out-spec Apple, it out-narrated it. The timing as well really helped boost the ad. It came out at a moment of digital fatigue which appealed to audiences wanting simplicity. Also, there was Cross-generational appeal. Boomers remembered it fondly and Gen Z found it ironically cool. Nokia also showed loyalty to their own brand. People love brands that own their legacy instead of trying to change their entire brand. We saw an example of this when Cracker Barrel changed their logo to stay up with the times and received major backlash.

    The Nokia 6310 relaunch shows how nostalgia can be a work wonders when done with humor and self-awareness. Instead of selling just a product, Nokia sold a feeling. Freedom from constant pings, durability in a disposable world, and giving an "under consumption" vibe that has been trending for a while. What I learned is that sometimes the best 'fresh new idea' is reminding people of what they had during a time that was so great.

Links for the visuals of the campaign:

https://youtu.be/8ekJMC8OtGU 

https://pbs.twimg.com/media/GnT4TqlaIAAEFsO.jpg

https://youtu.be/3wAMKUExgP0

https://i.ytimg.com/vi/3wAMKUExgP0/maxresdefault.jpg

Sources:

https://www.youtube.com/live/8ekJMC8OtGU 

https://www.kprs.com/2025/04/18/drake-drops-new-video-for-nokia/

https://www.hmd.com/en_in/press/new-nokia-phones-bring-technology-that-is-built-to-last-together-with-an-all

https://www.hmd.com/en_int/nokia-6310-2024

https://www.mobileworldlive.com/devices/hmd-lauds-enduring-nokia-brand-appeal/

https://www.youtube.com/watch?v=cZBti88c5M0&