Portable Navigation Device specialists, TomTom don't just make perfect sat nav devices designed to take the sting out of navigating and now avoid traffic jams (like the GO 6000 we have on test does, which is mega, see below...!) – they are branding genius'.
To prove this, TomTom has teamed up with DDB and Tribal Worldwide to create "a light hearted and funny take on the frustrating experiences of being stuck in traffic" for some new advertising in the UK and Germany.
TomTom says: "The campaign plays on insightful, awkward moments when you want to reach your destination as quickly as possible – such as sitting in an unexpected traffic jam after mistaking your travelling partner for being pregnant.
"The aim of the campaign is to change how people think about and use their portable navigation device (PND), from it being a thing they use for the occasional journey to an unknown destination, to a device they use every day to help avoid traffic jams on their daily commute and get to their destination faster.
"So whether you are trying to make it to an important meeting on time, trying to get home to see the kids before they go to bed, or simply trying to escape an awkward moment in your car, TomTom Traffic will always find the quickest route."
Gary Raucher, SVP of Marketing for TomTom added: "The team really helped bring the TomTom brand to life and show how a PND becomes relevant to daily driving when it delivers real-time, accurate traffic information. This is an important campaign for us, being the first significant above-the-line campaign we’ve launched since 2009 and the first to be developed with DDB."
And Mark Chalmers, ECD at DDB & Tribal Worldwide, Amsterdam said: “Best friends or colleagues, husbands or wives, we've all dropped some clangers and need a quicker journey as a result. Just like our scenarios, the TomTom device is for the daily commute, the airport trip or the big day out. As the campaign develops, we'll be opening it up to the public with a real time, social media tactic, created by consumers, as they contribute live, via Twitter, to improvised comedy shows in cars. “
The campaign runs in the UK and Germany until the end of 2013. Listen to the radio commercials here, and check out the full campaign on the TomTom website. Check it out...
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