Maps, Mobile and Lost Characters


Timing is everything.

Here’s a nice piece of research from comscore on mobile.

It tracks the growing popularity of mobile, and in particular highlights mapping as a key growth area. “According to comScore, 73 percent of mobile subscribers accessing maps are doing so via the browser in the U.S., and in Europe, 57 percent.”

Then, as if almost by fate, Nokia released “Lost Characters” … a new campaign all about Nokia Maps.

The intro features in-video annotation (like that lovely Instinct campaign by Samsung) that let you jump in and out and around the videos to learn more and link to other interesting bits of relevant content.

The Lost Characters include a blue alien tourist who wants to find the pub his alien mate recommended; the pirates who are lost in a rental car looking for where X marks the spot; and the Pac Man who uses Sports Tracker to monitor his training performance and share his route with ghost ‘friends’.

I found this over on Contagious. The campaign is from Work Club a new agency lead by former Agency Republic planning director Patrick Griffith, creative director Andy Sandoz and former chief executive of the Zulu network Martin Brooks.

Funny thing, though, is trying to figure out what Work Club did themselves. Here's the post about the campaign on their blog, where they write:

Massive thanks go to all the directors and producers who helped us bring it to life, especially Ben Whitehouse at Joy@RSA for the How To film, Austen Humphries at Rattling Stick for Run/Cycle/Walk/Drive and Richard Ayoade at Kog Industries for the super8 loveliness of the Goth, Pirates et al. And Fat Man Collective for producing the whole Maps site.

So, did they come up with the concept and hire other folks to do all the work?

Don't get me wrong, it is a lovely campaign.

Love it, but I'm just a bit confused.