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TomTom - Communications Strategy

extending a human touch for a tech giant

TomTom

In an incredibly competitive category, often highly technical and confusing, TomTom’s simple and human brand approach had a big opportunity to bring some much-needed clarity – so we ran with it.

The Brief

TomTom has a strong global reputation in the automotive SatNav market. Their desire is to stretch that brand authority into the sports and lifestyle sector with a wearable technology offering, including sports watches and activity trackers.

A key project as part of a long-standing relationship with TomTom, was to create new overarching global campaign creative around the theme of ‘music on your wrist’. The new range of watches include a built-in Mp3 player with music pre-loaded and supplied by the iconic London nightclub, the Ministry of Sound.

We were tasked with taking this project into retail, bringing the campaign to life in-store and creating a clear product navigation system. Delivered via a brand-new 3D point-of-sale design language executed across multiple different in-store components, these 3D structures would then go on to be used permanently instore beyond the ‘music on your wrist’ campaign.

The Insight

TomTom’s new products launched into a crowded and confused sector, where technology, music and sport were all converging. Consumers can find the overlapping offerings hard to differentiate.

The opportunity was to use the welcoming, stylish and colourful aesthetic codes of the sports and lifestyle category and combine it with the open tone-of-voice owned by the TomTom brand. The desire was to strip wearable technology of its mystery and perceived unapproachability.

To ensure the strategy, concept and tone-of-voice worked, we headed out at 7am on a cold Saturday morning to engage with runners, our objective; to fully understand their wants, needs and understanding of the category, to inform our human-centred design approach.

The Solution

The campaign creative celebrated the theme of music, putting the unique relationship with The Ministry of Sound front and centre. The look and feel was simple, bold, emotive and distinctively TomTom.

We surveyed the marketplace and reworked all emotive touchpoints throughout the customer journey, ensuring that, at every stage, there was clarity in the presentation of the category and clear, benefit-led navigation of the product range.

To maintain consistency of the brand, tight stylistic guidelines were applied to all communications. The guidelines focus on the main graphic components; a typographic background, an equaliser design and photography of the end user. These elements are treated with a particular colourway and adjusted to suit where the touchpoint appears in the customer journey.

One of the key drivers of this staged communication strategy was the recommendation of a digital product selector at point-of-sale. The intuitive user interface is an excellent example of an effective in-store, screen-based customer experience. The user is guided through some leading questions which uncovers the watch best suited to their needs. The physical watches are then mounted adjacent to the screen so that the customer can experience the recommended product first hand.