Nokia launches global campaign with ‘real people’

Nokia is rolling out its global campaign to promote the introduction of its free navigation system on all its smartphones.

Nokia campaign
Nokia campaign

Created by Wieden + Kennedy London, the TV and press campaign for Nokia’s Ovi Maps will feature real people from around the world using their Nokia handsets to help them reach their destinations.

The campaign starts with Kerry McLean and his one wheel, hand-crafted monocycle – travelling from Michigan to visit his brother in Atlanta. 

It also features Mr Wu and his talking robot as they journey through Shanghai; and a shoe designer Hetty Rose walking the streets of London in a pair of bespoke shoes designed to look like cars seeking out and finding out one of London’s unique shoe stores; Ibrahim and his elephant negotiating the streets of Jaipur, in India, on their way to The Elephant Festiva;  and finally Dean Orton who runs the biggest Vespa and Lambretta garage in Italy riding with his friends to attend a weekend with other modified, vintage scooter enthusiasts.

The campaign will also extend online with some digital initiatives to be announced in the coming months.

Joanne Savage, marketing director: Global Nokia Marketing Creation (Focused Campaign) says: “At Nokia, we always start with the human problem, and only then look to find the resolution through technology. 

Here, it was a simple observation, but one which bothered us nonetheless: how in 2010 are people still getting lost?  And the answer is actually in your pocket. 

Our Nokia smartphones are all GPS-enabled, so we simply decided to give this away for free, the equivalent of a top-of-the-range satnav, for everyone everywhere.”

This story first appeared on pitch

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