Guerilla Marketing Metrics – Nokia – The World’s Biggest Signpost

Written by Adelina Chelniciuc on March 30, 2010. Posted in Multimedia, Strategy

The Right Direction in the Simplest Way

• A signpost the size of two double decker buses
• A 50 meter tall motorized crane, weighting 60 tonnes
• A location: Potters Field, London
• A time period: 16 October – 6 November 2009

Results

• The World’s Biggest Signpost
• 862 000 views of the installation just by walking over Tower Bridge alone
• Increase by 129% of unique visitors to Nokia’s online navigation service
• 29%  visitor returns on the navigation service page

References

• Nokia Blogs (2009), The Nokia Signpost has now gone live
• Farfar (2009), The World’s Biggest Signpost
• Adghost’s videos (2010), The World’s Biggest Signpost

Tags: Guerilla Marketing, Initiative, Marketing and Communications performance, Marketing performance, Nokia, Social Media performance, Viral Media