Brand Experience and Activation > Use of Promo & Activation
WORLD'S BIGGEST SIGNPOST
FARFAR, Stockholm / NOKIA / 2010
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
BACKGROUND: Nokia offers a range of navigation services, both online and on their mobile devices. But awareness about these services is low.
CHALLENGE: Raise awareness and increase use of Nokia's navigation services both on handsets and online.
Implementation
THE SOLUTION was to create an interactive yet physical experience, completely driven by people's action, letting the public control the activity itself.THE STRATEGY was to create something interesting enough to stop people in their tracks, get them to take up their phones and start thinking about a place they like. And then, share it with the world in an unprecedented way.We started out with the simplest navigation tool around (the signpost) and resized it into one of the world's largest interactive installations. A 50 meter tall, remote controlled signpost. Turning to display the distance to the locations people submitted.
Outcome
A third of those who participated continued using Nokia's navigation services, and the number of users on the Nokia's navigation service increased by 129%.
Every slot during the two week period was filled with SMS entries and entries from the online map.
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
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 peoples engagement to become interesting.
By integrating the signpost with Nokia's navigation service, everyone who interacted with the campaign also interacted with the product. Driving one of the main objectives; increased use.
So when people were interacting they weren't just participating in the marketing, they were actually using the product. Often for the very first time.
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