Seen in Contagious
Work Club – the start-up creative agency that combines top level talent from Agency Republic and Mother – has created a digital campaign for Nokia Maps based on ‘Lost Characters’.
Nokia Maps is a new service, the equivalent to mobile sat nav, that helps users find nearby venues and friends. Offering AGPS (assisted GPS) technology and free downloadable maps of over 150 countries, this type of service is seen by many to be the next big opportunity in mobile. Therefore, in order to help Nokia own this territory upfront, Work Club were given a brief to create a strategy that was all about demystifying the technology and helping consumers understand the real benefits behind the service.
The campaign was directed by Richard Ayoade (of successful UK comedy TV programmes The IT Crowd and The Mighty Boosh) and comprises five online films plus a ‘how to’ website. Each film features Lost Characters hooking-up with Nokia Personal Navigators who act as metaphors for the product. Using Nokia’s strapline of ‘Connecting People’, these Personal Navigators help the Lost Characters connect to restaurants, bars and friends.
The Lost Characters include a blue alien tourist who wants to find the pub his alien mate recommended; the pirates who are lost in a rental car looking for where X marks the spot; and the Pac Man who uses Sports Tracker to monitor his training performance and share his route with ghost ‘friends’.
A ‘how to’ website has also been created as educational support. The site explains how to use Nokia Maps through an interactive film that features a Personal Navigator on a journey. He explains how to use the maps, how much they cost and how to install them.
This core film is further supported by four separate interactive sub-films which specifically show how to use Sports Tracker (a training performance monitoring service), for running and cycling; and how to use the service as voice-guided sat nav in the car. These films were shot by Joy@RSA and Austen Humphries at Rattling Stick.
