Drive time: GPS service is an audible treat

London – Advertising agency Wieden and Kennedy has enlisted electrofunk duo Chromeo to demonstrate the potential of the new Own Voice service for Nokia’s Ovi Maps.

Own Voice enables the user to record their own commands, which are then used as directional instructions by the GPS navigational system. Chromeo used the opportunity to create the ‘world’s smallest album’ – a series of soundtracked vocal excerpts which can be downloaded for free from Nokia’s website.

We are seeing a growing number of brands that are enabling consumers to personalise, and modify their technology. For more examples, see our recent Hacktivism microtrend.