Nokia: The World's Biggest Signpost Outdoor Campaign

Watch Nokia Signpost Ad

Nokia’s ‘The world’s biggest signpost’ was a large interactive installation consisting of a  LED red screen arrow suspended from a motorised crane in Central London, live for 2 weeks. It was part of a campaign promoting Nokia for personal navigation. The public texted their favourite place- their ‘good thing’ and the signpost displayed the messages within minutes while the arrow turned and pointed in the right direction. The locations were transferred to online Ovi maps where users could follow the signpost. I did not see the live ad but the video clip describing it in January 2010 online via Facebook.

(Nokia.com)

I find that it is a truly novel idea that stands out amoungs the clutter. The company had a good understanding of the needs of their target market for an easy to use transportable navigation system. The message is single minded and has a clear call to action for the viewers to text in and interact with the brand. It provides an inspiring creative and experiential approach to navigation which perhaps makes it so successful. There is a strong sense of co-creation and interaction, involving the customer and giving them ownership. Though the ad was only live for 2 weeks, it created enough interest to be successful.

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