TOMTOM VIO
CIAO SCOOTER NAVIGATION
Industry / market
- Consumer electronics, Mobility
territory
Europe
Challenge
Meet the VIO, the world’s first scooter navigation device. Introducing this satnav novelty in several European markets meant we had to connect to young, digital-savvy scooter drivers. And get them to shift behavior, focusing their attention on the navigation device instead of using maps on their smartphone.
Strategy
Urban scooter riders see their scooter as an essential part of their lifestyle. Our key to success: instead of talking about tech and specs, show how this product fits perfectly with the mobile lifestyle of our target audience. And taps into their appreciation of design and aesthetics, all while guiding them through the urban jungle.
Idea
The beating heart of our campaign came from the iconic designs and shapes of both classic and contemporary scooters. VIO’s attractive and colorful product design sparked an idea to tap into the ‘Italian scooter vibes’. Bringing this to life, we created user-generated content so we could put a distinctive face on both the product and brand.
Results
Our campaign platform was the foundation for a successful market introduction in 5 key European markets, through an integrated approach with executions in print, display ads, POS material and digital activation ideas.
- Strong social engagement, due to the user generated content.
- High conversion from digital assets to campaign landing page.
Responsabilaties
Campaign development, online content strategy, pos for e-tail and retail