Led by the friendly spokeswoman Lucy, the tour runs about five minutes and spans a multitude of settings, including an airport, a snowy ski slope, a tropical beach and a hi-tech office building. As Lucy journeys from location to location, she interacts with various "characters" that represent real stories from within the Vodafone community. "We worked to find real people and real stories that we thought could represent the different parts of the company," says Eriksson. "It was very important that it feel authentic and genuine, and therefore we didn't use any actors, and we used local languages to tell the stories." In addition to Lucy's informative monologue, users can click on a handy "tell me more" symbol at any point to pause the tour and learn more about a particular topic.
The biggest technical challenge for North Kingdom? "Integrating the video that was shot in real HD and making it work without demanding too much performance of the users' computers," says Eriksson. "Another big challenge was the complex structure of the storytelling, and implementing seamless navigation within and between the different movie clips, since there is so much to experience and see. We employed focus groups to make sure we created something that the users could understand and navigate."