Nokia Design & Branding WHERE SHOULD WE GO? by Wieden + Kennedy New York

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WHERE SHOULD WE GO?

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market United States
Agency Wieden + Kennedy New York
Art Director Alon Zouaretz, Loren Boggs
Copywriter Charles Hodges
Released December 2010

Credits & Description

Category: Books
Advertiser: NOKIA GLOBAL
Product/Service: NOKIA OWN VOICE BOOK
Agency: WIEDEN+KENNEDY
Date of First Appearance: Dec 1 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director/Creative Director: Kevin Proudfoot (Wieden+Kennedy)
Executive Creative Director/Creative Director: Jerome Austria (Wieden+Kennedy)
Copywriter: Charles Hodges (Wieden+Kennedy)
Art Director: Loren Boggs (Wieden+Kennedy)
Art Director: Alon Zouaretz (Wieden+Kennedy)
Illustrator & Designer: Nate Coonrod (Wieden+Kennedy)
Print Producer: Jeannie O'Toole (Wieden+Kennedy)
Art Producer: Michelle Chant (Wieden+Kennedy)
Account Executive: Alex Sturtevant (Wieden+Kennedy)
Director of Interactive Production: Karen Monahan (Wieden+Kennedy)
Digital Strategist: Josh Millrod (Wieden+Kennedy)
Packaging Printer: (Print Promotions)
Book Printer: (Americhip)
Media placement: Illustrated Pop-Up Book - 60 Mailings Distributed To Parenting Bloggers - December 20, 2010

Describe the brief from the client
The brief from Nokia was to create a vessel to be sent to family bloggers all over the world to house the new Nokia N8 handset. Additionally, it needed to highlight the Own Voice product feature that allowed people to record anyone’s voice for turn-by-turn navigation, and drive them to register online with Ovi Maps to allow them access to the technology. It needed to be a blog-worthy piece that would engage families and their children, while inspiring them to share their knowledge of the new product and its features.

Describe the challenges and key objectives
The biggest challenge in the brief was to create something that could be cherished by children and families, yet still engage the bloggers on a product level with all of the handset’s features.

Describe how you arrived at the final design
The design of the book was made to be something that was visually arresting, something that everyone, regardless of age, would gravitate towards. It was designed to be more than a box that a phone came in; it was designed to be a narrative that the families would want to keep around long after the phone was out of use.

Give some indication of how successful the outcome was in the market
The book was extremely well received by the blogging community, inspiring posts all over the world with participants in Australia, Belgium, Canada, Israel, Russia, Mexico, the UK and the US. Within the first 24 hours of outreach there was a 75% opt-in rate, significantly higher than the standard rates for similar outreach efforts (35-45%).