Task Working on a world first has people like us drooling into our skim soy lattes. Garmin came to Tonic to make sure everyone knew their Forerunner 610 was the world’s first touchscreen fitness watch. It really is a big deal - easy touchscreen controls, no tricky pressing the top right button three times while holding the middle left button to access your info while sweating your way through a half marathon But of course, increasing awareness alone wasn’t enough, we also had to:
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Strategy Fully integrated campaign anyone? We lead with a 60sec TVC, eDMs to the Garmin customer database, press ads in targeted lifestyle and fitness publications, all driving a grateful public to the microsite for info and pulse-racing excitement. |
Result Campaign is tracking very nicely indeed with a healthy increase in sales. It’s a world first so final results are top secret, but Garmin is happy to vouch that we did an ace job. |
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TV Commercial A 60 second TVC flew on Virgin in-flight TVs between Sydney to Melbourne for 2 months. |
Microsite Info on the Forerunner 610 and the entire Forerunner watch range had people panting for more.
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EDM & Press Ads Press ads for the Forerunner 610 appeared in various male and female skewed fitness magazines across a 3 month period. eDMs were also sent out to the Garmin database. |
