Driving sales for Garmin's new GPS.

Garmin nüvi 3700

Integrated Campaign

Task

A late entrant into the Australian GPS market, Garmin was the number one selling brand in the world, but virtually unknown here in July 2008.

Garmin’s Nuvi 3700 GPS device represented a major breakthrough for both design and size. Only 8.7mm thin, it's the worlds thinnest GPS. Add in a black brush-steel design with silver steel edging and you have a 2010 red dot design award winner.

Our launch task was to

  1. increase awareness and position Garmin as the market leader in the category
  2. drive in-store traffic (people not cars, naturally)
  3. lift unit sales

Strategy

Our multimedia campaign featured a 30 second TVC, eDMs to the Garmin customer database, press ads in targeted niche motoring publications and national newspapers. A microsite drove home the complete sexiness of the Nuvi 3700.

Result

Working closely with the Garmin team, they have on average more than doubled their market share.




TV Commercial

A 30 second TVC appeared on Foxtel and Free to air networks across a 3 month period along with an extended 60 second version on Virgin in-flight TVs between Melbourne and Sydney.


Website

A dedicated nuvi 3700 website provided consumers with more product and where to buy information.


EDM & Press Ads

Press ads appeared in various magazine publications as well as national and state based newspaper publications across the 3 month period. eDMs were also sent out to the Garmin database.