Nokia Wins Business Award

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Nokia has won the Stevie Award for Marketing Campaign of the Year for its Point & Find service. 
 
Working with JCDecaux and Posterscope in the UK, Nokia Point & Find ran a pilot project that allowed consumers to interact with advertising through their mobile phones.
 
Nokia’s new service allows people on the move to access information and services on the internet by pointing their camera phone at real-life objects. The intention is that brands are able to create unique mobile experiences through augmented reality and location-based technology.
 
In January 2010, a pilot scheme was run in Colchester, UK, in order to test the feasibility of making advertising interactive through proprietary image recognition technology. The goal was to tag all out-of-home advertisements within a defined city space with links to exciting, surprising content. The two month campaign was intended to target local smartphone owners, typically 20-45 years old.
 
Out-of-home space for the campaign was provided by JCDecaux, working in partnership with Posterscope. Third-party brands included Lastminute.com and Rowntree’s. Users of the service could redeem special offers and uncover hidden incentives such as promo videos and competitions.
 
A survey carried out during the campaign showed that unprompted awareness of the new service increased considerably after the campaign. More than half the respondents could envisage using it to read advertising, movie posters, and barcodes.
 
Engagement, as measured by downloads, grew progressively through the various phases of the campaign.  Conversion, as measured by click-through, accelerated in the second phase of the campaign to reach 30-40% by the third.
 
Sophie-Charlotte Moatti, Head of Product Management at Nokia Point & Find, said, “The success of this pilot campaign has prompted several conversations with brands like Oasis, Expotel, and Joule to develop innovative experiences on Nokia smartphones. We are gratified by our win in the International Business Awards, as it highlights the innovative technology in Nokia’s devices and services that can create unique mobile experiences for our customers.”