TOMTOM RIDER
DO YOU DARE?
Industry / market
- Consumer electronics, Mobility
territory
Europe
Challenge
Develop a pan-European introduction campaign for the new TomTom Rider 410, designed specifically for motorcycle adventures. Break through the increasing consumer behavior pattern where motorcyclists use their smartphones as navigation devices.
Idea
The TomTom Rider 410 turns directions into epic adventures. Our campaign platform gave this device an adrenaline-filled welcome that speaks directly to motorcyclists, and connects to their mentality. It highlights a key benefit: hundred’s of Europe’s most thrilling routes are preinstalled on the device, making it the perfect springboard for new journeys.
Strategy
‘Do you dare’: we invited and challenged motorcyclists to go out and ride their ultimate adventures. The new TomTom Rider 410 has the key to some of Europe’s most exciting winding roads. Riders can select their preferred riding experience: steep climbs, tight curves, breathtaking peaks.
Results
- Our campaign platform was the foundation for a successful market introduction in 8 key European markets, through an integrated approach with executions in print, display ads, POS material and digital activation ideas.
- High conversion to dedicated campaign page on TomTom’s website.
- Strong sales uplift compared to previous product version.
Project tags
Campaign development, creative platform, content strategy, print, social content, retail, point-of-sale.