Titanium > Titanium and Integrated
WORLD'S BIGGEST SIGNPOST
FARFAR, Stockholm / NOKIA / 2010
Awards:
Overview
Credits
Overview
CampaignDescription
BACKGROUND: Nokia offers a range of navigation services both online and on their mobile devices. But awareness about these services is low. Many of those who own a Nokia with a fully enabled GPS might not even be aware of the functionality inside their phones. And ratings show that Nokia isn't considered a likely provider of mobile navigation.
CHALLENGE: Raise awareness, and increase use of Nokia's navigation service. Both on handsets and online.INSIGHT: Most people see navigation as something that gets you from A to B. It's not very social and not very fun. To actually get people to start thinking about navigation, and especially navigation on their phones. We had to create something fun, something that made navigation relevant even when you're in your own neighborhood.
We decided to ask people for their favorite places, and let them share them in an unprecedented way.
Effectiveness
After the campaign the Good Things map (where all the locations were saved) was made into a permanent feature in the service and is now live on every market. People are still adding their favorite places to the map. See the latest locations added on the live stream at grab-url.com/cannes.The projects unique way of integrating the marketing with the actual product is currently used as an internal example by the Nokia marketing team as a role project for how Nokia should be marketing themselves in the 21st century.
NUMBERS: Unique visitors proceeding to Nokia's product pages (point of sale) reached 10.7 million. The installation itself was seen in the real world by close to a million. An estimated 850 000+ people saw it just by walking over Tower Bridge.
Implementation
EXECUTION: We started out with one of the simplest navigation tools around and made it into a giant interactive installation. A 50 meter tall, fully automated signpost. People could submit a location to the signpost through text messages or by dropping a pin on the online map. And within moments the signpost turned to display the direction and distance to that location.
INTEGRATION: By integrating the installation with the service, everyone who interacted with the installation also interacted with the product. Driving the main objectives; trial and increased use.
Thanks to the installations deep infrastructure it could be integrated into many different platforms; nokia.com, Facebook, Twitter and mobile applications. From all these channels people were taken into the service where they could explore all the great locations and get directions using the service.
A seamless experience between the product, owned media, earned media and the real world.
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