WORLD'S BIGGEST SIGNPOST by Farfar for Nokia

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WORLD'S BIGGEST SIGNPOST

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Industry Automotive products, services and accessories
Media Promo & PR
Market Sweden
Agency Farfar
Executive Creative Director Jon Dranger
Creative Director Erik Norin
Art Director Tomas Jonsson
Copywriter Carl Fredrik Jannerfeldt
Released October 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: NOKIA
Product/Service: NAVIGATION SERVICES
Agency: FARFAR
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: FARFAR, Stockholm, SWEDEN
Entry URL: http://www.grab-url.com/awards/cannes2010/promo/ambient/nokia/theworldsbiggestsignpost
Executive Creative Director: Jon Dranger (Farfar)
Creative Director: Erik Norin (Farfar)
Copywriter: Carl Fredrik Jannerfeldt (Farfar)
Art Director: Tomas Jonsson (Farfar)
Head Of Strategy: Niku Banaie (Isobar)
Account Directors: Marten Forslund/Christian Nord (Farfar)
Account Managers: Marie Persson/Louise Stenborg/Ulrika Hojgard (Farfar)
Flash: Mikael Ring/Bjorn Uppeke/Robert Jarvi (Farfar)
Creative President: Matias Palm Jensen (Farfar)
Programming: David Looberger (Stockholm Code Group)
Mobile Application Production: (Starcut)
Event Production: (Mission)
Strategy: (Isobar)
Media placement: Campaign Website - Nokia.com - 1 Oct 2009
Media placement: Service Ad-On (Good Things Layer) - Nokia.com - 1 Oct 2009
Media placement: Out Of Home Installation - Central London - 20 Oct 2009
Media placement: Mobile SMS Interaction - User Device - 20 Oct 2009
Media placement: Social Media Integration - Facebook/ Twitter - 20 Oct 2009
Media placement: Mobile App Launch - Nokia.com - 4 Nov 2009

Describe the objective of the promotion.
BACKGROUND: Nokia offers a range of navigation services, both online and on their mobile devices. But awareness about these services is low. CHALLENGE: Raise awareness and increase use of Nokia's navigation services both on handsets and online.

Describe how the promotion developed from concept to implementation
THE SOLUTION was to create an interactive yet physical experience, completely driven by people's action, letting the public control the activity itself. THE STRATEGY was to create something interesting enough to stop people in their tracks, get them to take up their phones and start thinking about a place they like. And then, share it with the world in an unprecedented way. We started out with the simplest navigation tool around (the signpost) and resized it into one of the world's largest interactive installations. A 50 meter tall, remote controlled signpost, turning to display the distance to the locations people submitted.

Describe the success of the promotion with both client and consumer including some quantifiable results
A third of those who participated continued using Nokia's navigation services, and the number of users on the Nokia's navigation service increased by 129%. Every slot during the two week period was filled with SMS entries and entries from the online map. In some markets, visits to the campaign website exceeded targets by 1500% and visits to product pages (point of sale) soared 270% over targets in select major markets.

Explain why the method of promotion was most relevant to the product or service
Nokia doesn't create content. Nokia is an enabler for others to create and share content among each other. We created a giant interactive installation but it depended on peoples engagement to become interesting. By integrating the signpost with Nokia's navigation service, everyone who interacted with the campaign also interacted with the product. Driving one of the main objectives; increased use. So when people were interacting they weren't just participating in the marketing, they were actually using the product. Often, for the very first time.