The objective was to launch the Nokia 6110 Navigator, the first Nokia
mobile device to come fully loaded with integrated GPS navigation.
The communication was developed with the aim to get noticed and
get into the hands of the target audience (and importantly be read).
We specifically targeted motorists whom we knew needed help in
not only finding the shortest way to get to their destination when
driving, but also to find specific locations such as the nearest parking
lot. The Nokia 6110 Navigator would be a motorists ideal companion.
The communication was created to replicate an actual Singapore
parking ticket which when placed on vehicles would undoubtedly get
noticed and read. 20,000 tickets were distributed around the island
on one weekend.
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