TomTom: Breakfree
Content and Motion
THE TEAM
Caroline Fisher, Rosie Tickner, Roger Warner, Rowan Stanfield.
Other contributor:
Pool Worldwide - Advertising.
WHAT IS WONDERFUL ABOUT THIS WORK?
The BreakFree campaign has two goals: to connect brand with younger audiences (and become a lifestyle rather than tech choice) and build communities on Facebook and Twitter for future comms. It also needed to succeed as a platform for longer-term campaign thinking. We saw 5.5m video views, 1.5m visits from Facebook to TomTom.com; a 200% increase in positive sentiment on social media and 100% increase in mentions.