TomTom is using the mobile media platform to entrench its new product, TomTom HD, into the market.
Brandyourcar.com’s CEO, Pieter Groenewald, says that the marketing team from TomTom had a very specific target market and geographic segment in mind. “The client wanted to target highly trafficked highways and roads around Gauteng only, engaging men and women drivers in the LSM 7-10 quadrant. To ensure minimum wastage, we mined our driver database and enlisted car owners who fitted the bill by matching drivers to a specific age group, car type, car colour and specific travel habits in and around the Gauteng area.”
“We for instance only selected high mileage and high commuting time participants, whom are employed full time, effectively ensuring maximum exposure over peak hour traffic, when the potential target market is on the road.”
“Typically people who take note of car branding are those who are in the market for that specific product at any given time,” says Groenewald “The objective is to appeal to this market as frequently as possible to maximise message retention – vehicle branding makes perfect sense, seeing that the TomTom units are synonymous with commuting these days.
According to brandyourcar.com <http://brandyourcar.com/> , the beauty of the medium is the exquisite finer details it delivers to advertisers – matching target markets down to pretty much any criteria they give require, including which roads, suburbs, lifestyle spots, schools that the target market frequent.
TomTom’s current advertising campaign is promoting its Break Free campaign in conjunction with a promotion where consumers can get a cash discount when they replace their old GPS unit with the newer TomTom unit.
“The intensive two-month campaign is highly synergistic with brandyourcar.com <http://brandyourcar.com/> – the item being advertised is relevant for drivers to be aware of whilst they’re in traffic,” says Groenewald. “The effectiveness of the campaign will also be measured by means of an SMS call to action linked to the brand message.”
All participants in the campaign were issued with a brand new 120 Live (Break Free) unit, in order for the drivers to become true brand ambassadors for TomTom. The feedback so far from the “brand ambassadors” has been exceptional and the credibility of their testimony and promotion of the campaign in their inner circles and area of influence is key to the campaign.
Charlotte Saayman from TomTom says, “We have never used this medium in South Africa before, but found it to be a great outdoor platform. We are trying to reduce traffic for all (part of the TomTom Traffic Manifesto) by making TomTom traffic devices more available to consumers. We decided to use Brandyourcar.com to spread the communication of our Break Free campaign and increase the awareness of this promotion. The key message was to educate consumers in traffic that TomTom has a solution to Break Free from traffic, the TomTom HD traffic solution.”
Media agency MEC handled the media booking while creative was managed in house by the client.
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