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The World's Biggest Signpost

headlinecnen
Connecting People
basics
Industry: Electronics & Audio-Visual
Media:Ambient & Interactive
Market:Sweden
Style: Minimalism
descriptioncnen
Describe the brief from the client:
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.

Creative Execution:
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.

Describe the creative solution to the brief/objective.
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.


Describe the results in as much detail as possible.
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.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Other credit:Production Managers: Marie Persson/Louise Stenborg/Ulrika Hojgard
Technical Developer: David Looberger
Flash Developers: Robert Jarvi/Bjorn Uppeke/Mikael Ring
Event: Mission
Mobile Application Production: Starcut
Head of Strategy: Niku Banaie
Creative President: Matias Palm Jensen
Strategy: Isobar
Programming: David Looberger
Link:http://grab-url.com/awards/general/nokia/theworlds...
awards
Clio Awards 2010
Gold Billboard
Fresh Approach
Clio Awards 2010
Silver Billboard
Business Equipment/Services
D&AD 2010
Yellow Pencil
Mobile Marketing
International ANDY Awards 2010
Bronze Out of Home
Communication Products & Services
London International Advertising Awards 2010
Gold Billboard
Telecommunications
New York Festival International Advertising Awards 2010
Grand Avant-Garde
New York Festival International Advertising Awards 2010
Gold
Personal Products
New York Festival International Advertising Awards 2010
Gold Avant-Garde
Avant-Garde: Ambient
The Art Directors Club Annual Awards 2010
Bronze Interactive
Interactive Website Product/Service/Entertainment Promotion / Single
EPICA (Europe's Premier Creative Awards) 2010
Winner (Gold)
Promotions & Incentives
EPICA (Europe's Premier Creative Awards) 2010
Silver (Finalist)
Media Innovation-Alternative Media
Eurobest - The European Advertising Festival 2010
Silver Outdoor
Ambient/Alternative Media
Eurobest - The European Advertising Festival 2010
Silver Outdoor
Direct Response Digital Media
Eurobest - The European Advertising Festival 2010
Silver Outdoor
Ambient: Special Build
Eurobest - The European Advertising Festival 2010
Silver Outdoor
Best Use of Digital Media in a Promotional Campaign
Eurobest - The European Advertising Festival 2010
Silver Outdoor
Event & Field Marketing
Eurobest - The European Advertising Festival 2010
Bronze Outdoor
Best Integrated Campaign led by Direct Marketing
Eurobest - The European Advertising Festival 2010
Bronze Outdoor
Best Integrated Campaign led by Promo & Activation
Eurobest - The European Advertising Festival 2010
Bronze Outdoor
Integrated Mobile Campaign
The Cresta Awards 2010
Winner Ambient Media
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