Goal of campaign: Garmin had more competition from the brand Tomtom than ever and wanted to become the first choice of consumers.
Strategy: Branded entertainment (radio contest), classic radio spots, tv billboards, website.
Methodology: The radio station came up with the idea that listeners had to find the presenter of the radio show. The prize to be won, was a GPS by Garmin. The game was advertised on public TV with a 5 second billboard. The link between the game and the brand was clear and awareness of the brand was increasing.
Campaign aim: Increase sales
Target group: Men from 25 to 50
Budget: Less than 500.000 €
Sector: Automobile
Advertising format: Other
Country: Belgium North
Results:
Increase in brand awareness: a perfect match between radio station and advertiser.
Evaluation: talk of the town, radio contest, win/win relation. Increase in awareness and sales.
