Nokia Design & Branding NOKIA N9 GLOBAL DIGITAL LAUNCH by Mirum Helsinki

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NOKIA N9 GLOBAL DIGITAL LAUNCH

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Finland
Agency Mirum Helsinki
Copywriter Stephen Porter
Released June 2011

Credits & Description

Category: Online Digital Design
Advertiser: NOKIA
Product/Service: NOKIA N9
Agency: ACTIVEARK
Product Marketing Director: Peter Schneider (Nokia)
Marketing Manager: Jussi Mäkinen (Nokia)
Account Director: Robin Bade (Activeark)
Account Manager: Noora Raitisto (Activeark)
Lead Creative: Paavo Järvilehto (Activeark)
Senior Graphic Designer: Panu Rekola (Activeark)
Copywriter: Stephen Porter (Activeark)
Frontend Developer: Matias Konttinen (Activeark)
Flash Developer: Jan Lydman (Activeark)
Junior Frontend Developer: Marco Godles (Activeark)
Flash Developer: Juha Lindstedt (Activeark)
3D Designer: Sebastian Söderlund (Activeark)
Service Designer: Pertti Pitsinki (Activeark)
Media placement: Web Site - Http://swipe.nokia.com - 21.6.2011

Describe the brief from the client
Our brief was to create a digital launch platform for the swipe-motion based Nokia N9 – a mobile device with a revolutionary user interface. We needed to create a platform where people could learn how the new swipe UI worked, and also introduce the new design of Nokia N9.

Describe the challenges and key objectives
The website went live 3 months before the device hit the stores and it introduced a completely new way of using a mobile phone with the Swipe UI. Nokia N9 also introduced a completely new form of language for Nokia – the 'monoblock' design.

The biggest challenge was how to teach the customers how the new UI worked in an inspiring and exciting way. It was also important to respect the ultra simplistic design of the new Nokia device without making the look and feel too simple and boring.

Describe how you arrived at the final design
One basic rule of storytelling is 'show, don’t tell'. This was our starting point. We had to introduce the new user interface without people being able to take the device in their hands and try it out.

This in mind, we understood that everything had to be interactive on the site. People rarely tend to study how new things work, so we wanted to show them. We created interactive content where you could actually play with the device – learn by trying.

Give some indication of how successful the outcome was in the market
"Swipe.nokia.com is a prime example of raising the bar on global digital product launches". - Jussi Mäkinen, Digital marketing lead for Nokia N9 launch.

When we opened the website after the announcement of the new device, we were hit with a flood of visitors.

After about 9 months, the site has been mentioned in Twitter hundreds of thousands of times. The global site has had millions of visitors and its Facebook page has tens of thousands of fans.

The site has been awarded 'Site of the Day' by HOW Interactive Design (September 2011) and TheFWA (January 2012).