The functionality of Own Voice uniquely allows anyone in the family to become the star voice of your car’s GPS audio. To promote the Own Voice custom satellite navigation application, W+K put together the first family-oriented digital marketing initiative for Nokia. Similar to the Own Voice functionality, kids were encouraged through a simple story to always listen and trust their own voice when embarking on adventures on the road and out into the world.
We wrote, illustrated, and produced a pop-up book for digital influencers to read to their young children, which provided a unique piece of entertainment value while also underscoring the brand message. Included inside of the book was a brand new Nokia N8, pre-loaded with the application, for journalists and bloggers to test out. Within the first 24 hours of outreach we had a 75% opt-in rate, which is significantly higher than the standard rates for similar outreach efforts (35-45%), and are now in the midst of campaign that includes participants from Australia, Belgium, Canada, India, Israel, Russia, Mexico, The UK and The US.
Client: Nokia, Agency: Wieden+Kennedy, Illustrations: Nate Coonrod