Navigation was a new mobile service in the UK. The majority of consumers had never used it and didn’t miss it either. The strategic focus was to create relevance for Nokia Maps in their daily lives, by humanising the technology. We needed to generate awareness of the service and to position it as a simple personal navigation tool, to help them discover new places and realise that their city was more open to them than ever before. Nokia wanted to own the personal navigation sector of the mobile market. As part of a fully-integrated national launch campaign, we needed to use digital bus sides to generate awareness of the new Nokia Maps 2.0 service and dramatise the product benefits in a way that would engage the audience.

As well as helping consumers find their way to new places, Nokia Maps can also help them to discover more about the areas close to where they live and work. These places of interest include: cinemas, shops, restaurants, cash points and hotels. All of which all are represented on the Nokia phone screens by icons. Each of the city-specific executions demonstrated this benefit by placing these icons over instantly recognisable images of the city, as well as over darker areas which represented the less familiar locations. The visual was complemented by a headline announcing that with Nokia Maps, their city was now open. Digital bus side executions used the buses’ in-built GPS tracking facility to create a specific message, determined by the location of the bus. The animated, digital messaging changed in relevance as the bus moved from one location to the next, along its route.

50% of those who saw the campaign thought it told them something that had meaning to them, personally. 45% found it unique and different. 38% thought it made the brand seem different from others. 45% wanted to buy the brand. Sales of Nokia N95 devices featured in the campaign grew to a 2.5% market share, making the phone a top 5 seller. Interest of GPS on phones grew by 33% and Nokia was viewed as the most likely brand to include GPS on devices.