Based on a broad media campaign building awareness for the G1, we created an outdoor execution, enforcing interaction with the target audience, when they are receptive and do perceive the advantages and possibilities of exploring the city via mobile navigation.We reconstructed highly frequented bus shelters, installing touch screens, mobile data cards, cameras and a processor loaded the Google Maps sections focusing on the environment of each bus shelter.The application allowed tipping fingers on the touch screen, exploring the surrounding by scrolling on the Google Maps, like on the G1.To raise the matter of experience to an interaction we provided the opportunity to tag different landmarks and to add personal notes to each tag.No matter if it was the cinema, the café, or the park; everyone had the possibility to post personal experiences on to the Google Map, available for everyone handling the application.

The interactive outdoor application enforced the sharing experience since all bus shelters were connected to each other, perfectly reflecting T-Mobile’s claim ‘Life is for sharing’.More than 300 personal created tags were posted within 10 days, the Google Maps application was started up more than 3.000 times. The first contingent of G1 was sold out with in a few weeks after the launch.