Direct > Use of Direct Marketing
WORLD'S BIGGEST SIGNPOST
FARFAR, Stockholm / NOKIA / 2010
Awards:
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
Solution: We decided to ask people for their favorite places, and let them share them in a quite unprecedented way.Execution: We started out with one of the simplest navigation tools around, the signpost and turned it into a giant interactive installation; a 50 meter tall, fully automated beast. 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.
ClientBriefOrObjective
The target audience was drawn from two groups;1) people with Nokia phones who yet haven't started using the navigation services inside their phones 2) people who just wouldn't consider Nokia a provider of navigation solutions.
The Objective was to raise awareness and increase the use of Nokia's navigation services, both on handsets and online.
Thye strategy was to get people to actually start thinking about navigation, and especially navigation on phones. So we had to create something fun, something that made navigation relevant even when you're in your own neighborhood.
Effectiveness
Due to the massive response, a "two-queue" system was implemented where the SMS entries were given priority whilst the online entries were shown when possible.
Every slot during the two week period was filled with SMS entries and entries from the online map.
A third of those who interacted with the campaign continued using Nokia's navigation services. And the amount of users of Nokia's navigation services increased with 129% (main objective).In some markets visits to the campaign website exceeded targets by 1500% and visits to product pages (point of sale) soared 270% over targets in select major markets.
Relevancy
The Direct aspects of the idea was to get the people on the streets to take up their phones and text a location to the signpost or use the navigation service to drop a pin on the map.Nokia doesn't create content. Nokia is an enabler for others to create and share content among each other. We created a giant interactive installation but it depended on people's engagement to become interesting.
The signpost and Nokia's navigation service were integrated, so everyone who interacted with the campaign also interacted with the product. Driving the main objectives; trial and increased use.
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