In 2010, mobile navigation was something that got you from A to B, but it provided no additional value or information. Nokia drew great attention to its navigation solutions by making a huge arrow-shaped billboard in London. The arrow was suspended from a 50 meter tall motorized crane, which could turn 360 degrees and point out people’s favourite locations all around the world.

Within the first two weeks, thousands of locations were displayed, with a 129% increase in unique visitors to Nokia’s online navigation service and 29% visitor returns to the navigation service page.