Nokia Promo, Case study OWN VOICE by Isobar London, Starcut, Wieden + Kennedy London

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Isobar London
Agency Starcut
Agency Wieden + Kennedy London
Executive Creative Director Kim Papworth, Tony Davidson
Creative Director Sidney Bosley, Rob Perkins
Producer Jeanne Bachelard
Released August 2010


Cannes Lions 2011
Cyber lions Community Applications Bronze

Credits & Description

Category: Best Consumer Engagement
Advertiser: NOKIA
Product/Service: OVI MAPS
Date of First Appearance: Aug 27 2010
Entrant Company: GLUE ISOBAR, London, UNITED KINGDOM
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)
Media placement: Facebook Application - Facebook Application - 27.08.10
Media placement: Website - Client Owned Website - 11.10.10
Insights, Strategy & the Idea
Nokia needed to get a large user base of its smartphone users to download and regularly use Nokia’s free SatNav service so it could then begin to monetise the platform.
The problem was there are lots of free SatNav services and they all seem pretty much the same. And our budget was miniscule.
The media idea we came up with was to add a differentiating product feature that created and placed advertising whenever people used it.
The feature, called Own Voice, lets people replace the dry, robotic SatNav voice with the voices of their friends and family. And every time a user sets up the service, they spread word of it and involve their entire social group in the process.
Creative Execution
We wanted OwnVoice to be accessible by as many people as possible, so we designed it to live on three platforms:
• a website, which allows people to record voices at their computer and invite others to contribute on their computers.
• a mobile app, which allows people to record voices directly on their Nokia phones.
• a Facebook app, which allows people to invite their Facebook friends to contribute their voices by recording right into the browser.
These invitations were our media; they spread word of both OwnVoice and Nokia’s SatNav simultaneously to social groups and families around the world.
And because the media idea is baked in to the product, it didn’t end. In fact, as more users adopt the service, the user base is increasing at a higher rate each week.
Results and Effectiveness
Despite nearly no paid media budget, OwnVoice has been adopted by over 1.2 million people in its first few months of release, far exceeding expectations.
In addition, Own Voice contributed significantly to tripling the number of smartphone users using Nokia’s SatNav – a key business milestone that puts Nokia’s SatNav up there as one of the key global players.
Own Voice is being held up as an example of how a social media idea can be seamlessly built in to a product experience that consumers appreciate, while living out Nokia’s brand promise of Connecting People.