Nokia Case study Own Voice by Isobar London, Starcut, Wieden + Kennedy

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Own Voice

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Industry Mobile phones, devices & accessories, Software & Multimedia Productions, SaaS
Media Case study
Market United States
Agency Isobar London
Agency Starcut
Agency Wieden + Kennedy
Executive Creative Director Kim Papworth, Tony Davidson
Creative Director Sidney Bosley, Rob Perkins
Producer Jeanne Bachelard
Released August 2010


One Show 2011
One Show Interactive Mobile Applications/Sites / Services Gold
One Show Non-Broadcast / Single Bronze
One Show Interactive Interactive Advertising / Environmental / Experiential - Single Merit

Credits & Description

Category: Community Applications
Advertiser: NOKIA
Product/Service: OVI MAPS
Date of First Appearance: Aug 27 2010
Entry URL:
Creative Director: Sidney Bosley (Wieden & Kennedy)
Creative Director: Rob Perkins (Wieden & Kennedy)
Strategist: Josh Millrod (Wieden & Kennedy)
Executive Creative Director: Tony Davidson (Wieden & Kennedy)
Executive Creative Director: Kim Papworth (Wieden & Kennedy)
Interactive Art Director: Zaid Al-Asady (Wieden & Kennedy)
Head of Design: Dan Griffiths (glue Isobar)
Head of Development: Chris Blackburn (glue Isobar)
Information Architect: Jonathan Godsell (glue Isobar)
Developer Director: Rob Gibson (glue Isobar)
Senior Designer: Tom Haswell (glue Isobar)
Producer: Jeanne Bachelard (glue Isobar)
Account Director: Minni Lakotieva (StarCut)
Creative Project Lead: Marko Laitinen (StarCut)
Director, Creative Technology: Antti Kilpelä (StarCut)
Senior Concept Designer: Mihael Cankar (StarCut)
Graphic Designer: Seppo Palo (StarCut)

English Synopsis
In 2010 Nokia made its voice-guided SatNav service, OviMaps, free to Nokia users.

But people needed to a compelling reason to consider using it. So we created a way for them to replace robotic SatNav directions with the voices of their friends and family.
We called it “OwnVoice.”

Easily accessible via web, mobile, and Facebook, users were enabled to invite friends and family to record their voices. On Facebook, friends can contribute directly to a pack.

In the first months of release, over a million people had used OwnVoice and the user-base increases weekly, driven entirely through word of mouth.