Cannes Lions

NOKIA OWN VOICE BOOK

WIEDEN+KENNEDY, New York / NOKIA / 2011

Presentation Image

Overview

Entries

Credits

Overview

Description

The brief from Nokia was to create a vessel to be sent to family bloggers all over the world to house the new Nokia N8 handset. Additionally, it needed to highlight the Own Voice product feature that allowed people to record anyone’s voice for turn-by-turn navigation, and drive them to register online with Ovi Maps to allow them access to the technology. It needed to be a blog-worthy piece that would engage families and their children, while inspiring them to share their knowledge of the new product and its features.

Execution

The design of the book was made to be something that was visually arresting, something that everyone, regardless of age, would gravitate towards. It was designed to be more than a box that a phone came in; it was designed to be a narrative that the families would want to keep around long after the phone was out of use.

Outcome

The book was extremely well received by the blogging community, inspiring posts all over the world with participants in Australia, Belgium, Canada, Israel, Russia, Mexico, the UK and the US. Within the first 24 hours of outreach there was a 75% opt-in rate, significantly higher than the standard rates for similar outreach efforts (35-45%).

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