The launch of TomTom’s new range of runners watches required us to explore how the brand wanted to express itself in 3D through materials, textures and form at retail; plus the creation of a style guide to inform the wider campaign communications.
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.
One of the key communications messages was ‘music on your wrist’ as the new watches include a built-in Mp3 player with music pre-loaded and supplied by the iconic London nightclub, the Ministry of Sound.
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.
We surveyed the marketplace and reworked all consumer 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.
The tonality and 3D retail expression of the entire campaign were both innovative and human in approach. 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 uncover 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.