Work Club. We Sell More Stuff In Better Ways

2008

Maps

Nokia

The thinking behind Nokia Maps

Personal mapping is going to be one of the next big things in mobile, and as such the brief behind the launch of Nokia Maps, a new SAT-NAV type technology on the phone, was fairly straightforward - build awareness and established relevance, while making this new technology as approachable and unscary as possible.

In order to achieve this we needed to break down the barriers to adoption that always crop up when new technology turns up: fear of the unknown; fear of the cost; general apathy, and to do this we needed to educate. But we also knew that if we wanted this to really appeal to everyone that we were targeting, we had to deliver the information in a relevant, compelling and entertaining way.

Which is what drove our thinking for Nokia.co.uk/maps. When you first explore the site the first thing you’ll see is regular guy also known as a Personal Navigator. He’s there to literally walk you through the what, why and how much of this service in what is we hope an enjoyable ride. This character, which is used throughout the site and also stars in some online films, allows us to humanise the technology (and thus also be true to Nokia’s ‘Connecting People’ brand); making it easier to understand its benefits and therefore more relevant.

Launched at the end of July, and although no hard data is in, people in general look less lost than they did in June.