LONDON, UK: Nokia erects a signpost showing how communication is more than getting from A to B... It's fun - when it's social navigation.
Nokia audiences want to be at the centre of what is going on, connecting spontaneously, connecting between digital and physical worlds: texting, meet-up, locations, sharing and talking about great places to go. However, this is quite a clinical way of seeing communication, so Nokia decided to show how navigation can be more than just getting from A to B, that it was something more emotional and fun - social navigation.
Firstly and critically, Nokia added a layer inside the service that was called the 'Good Things' where visitors could add their own points of interest and share them with friends, turning the map into a social tool. Nokia then decided to bring these places into real life. Based on the service and powered by people's interaction Nokia built one of the world's largest interactive installations. A 50m tall completely motorised signpost that turned 360 degrees pointed out people's favourite locations all around the world. it was a Good Thing
The installation was streamed live onto Nokia.com where visitors could get directions to all the locations on the signpost through the actual navigation service. Driving trial and signups. Through special tagging software every user that submitted a location to the signpost received a series of images showing their Good Thing on the signpost, making it easy for people to spread images of the installation to blogs and social media. The Good Things that were submitted were then taken out into all levels of earned media.
For example, powering the Good Things feed on nokia.com, The Good Things layer inside the actual service, The Good Things feed on Twitter and into Nokia devices through the Good Things app. Making the user-generated-content the fuel of the campaign and demonstrating that this was truly an idea born to live, not born to die.
During its live period of two weeks, thousands of Good Things were posted on OVI maps from more than 80 countries and displayed on the signpost, filling every slot available. Traffic to the website and product pages exceeded targets by 124%. Service activation rates met the targets of 30% conversion. Positive word of mouth polarity exceeded targets by 5% and there was extensive blog buzz and news coverage. There were also 862 000 exposures from people walking and driving over Tower Bridge and the south bank on the river Thames over the two-week period.