TomTom - Find Your Way
By targeting individuals using public mapse�presumably without navigation devicese�TomTom cleverly reached potential customers at their moment of need, emphasizing the ease and efficiency of their products.
The campaign's standout feature involved placing stickers on public city maps beneath the phrase "You are here," stating, "because you don't have a TomTom," effectively turning these maps into targeted advertisements.
The campaign primarily targeted drivers and travelers who relied on public maps for navigation, aiming to convert them into TomTom users.
TARGET AUDIENCE
About the
Campaign -
By targeting individuals using public mapse�presumably without navigation devicese�TomTom cleverly reached potential customers at their moment of need, emphasizing the ease and efficiency of their products.
Core Theme of the Campaign -
1. Innovative Advertising: TomTom utilized public city maps as unconventional advertising platforms.
2. Strategic Sticker Placement: Stickers reading "because you don't have a TomTom" were placed under "You are here" on these maps.
3. Targeted Messaging: This approach directly addressed individuals seeking directions, highlighting their need for a navigation system.
4. Brand Promise Emphasis: The campaign reinforced TomTom's commitment to making navigation easy and stress-free.
5. Effective Media Strategy: By transforming city maps into ad spaces, TomTom reached its target audience at the most relevant time and place.
6. Positive Reception: The campaign garnered attention and was embraced by both the client and the public, generating buzz in online communities.
7. Cost-Effective Approach: Utilizing existing public infrastructure for advertising minimized costs while maximizing impact.
8. Enhanced Brand Visibility: The campaign effectively increased TomTom's visibility among potential customers, positioning the brand as a practical solution for navigation needs.