On Monday Oct 5, some people got an email from WOMWorld inviting them to a “top secret” event happening in London and it’s supposedly taking place around 22nd/23rd October.
Next, on Monday Oct 20 a follow-up WOMWorld box was delivered via DHL, refering to “Nokia Good Things delivered in Little Packages”. The box included train tickets to London and back, a Nokia N97 and a green Good Things Arrow. Here’s the unboxing video.
From Oct 23 2009 to November 6 Nokia erected the “World’s Biggest Signpost” in the center of London, close to the iconic Tower Bridge. The 50 meter tall, six ton motorized arrow showed off the “Good Things” feature of Nokia’s Ovi Maps navigation system. Nokia phone owners would text or input their favorite haunts to a dedicated site, the giant LED arrow would display the name and direction of the spot, and change its position to point to it.
Nokia’s team behind the scenes analysed text messages from maps.ovi.com/goodthings or text 62010, and entered data into the system controlling the giant signpost. During the first day the servers were flooded with people trying to get their Good Things on the signpost. Unfortunately Nokia was only able show a small portion of them. Updates on the campaign were posted on Twitter and as a Facebook event. More details on the NSeries Blog.
superform > A fun & interactive way to discover that Nokia is also about navigation. But also a neat trick of making a global company seem both powerful and personable—harnessing formidable technology for friendly purposes.
Update June 2010: This campaign won 2x Silver at the Cannes Lions 2010 Advertising festival in the categories Digital & Integrated. Here’s the link to the award entry.