R/GA, New York
How do you compete against two tech powerhouses if you aren't first to market? When Nokia asked us to develop a GPS app for the Nokia Nseries—their premier line of mobile devices—Google and Apple already owned mobile mapping. So our challenge was not simply to build another app, but to find a way to differentiate ourselves in a category created by our competitors.
Through this investigation, we had an epiphany. We assumed GPS had to be used to map routes and places since that is how history and our competitors had defined mapping. But in reality, we could map anything.
So we decided to map people.
The result was Nokia viNe, an entirely new way to use GPS technology by rooting human behaviors in time and space on a Nokia Map, applying a new meaning of Nokia's brand promise of "Connecting People."