Nokia wanted to launch their 6110 and 6210 handsets by getting readers to truly understand the benefits of GPS on the mobile. They wanted to demonstrate the benefits of maps by getting readers to experience the practical benefits of them.
Metro devised a campaign which radically altered our distribution in major cities for one day by creating the world’s first geo-targeted wraps. On the same day, multiple different maps covered the Metro paper, pin-pointing the exact location where each reader picked up their copy. This gave readers the impression that Nokia maps knows exactly where you are. Please see the full video below.
96 different wraps were distributed to Metro readers giving huge awareness of the GPS technology offered by Nokia. This campaign, along with part two of the campaign resulted in Metro International winning the 2009 M&M Award for the ‘Best Contribution by an International Media Owner’.