TomTom: Breakfree

With its 'BreakFree' campaign, TomTom, the satellite navigation brand, sought to reposition itself to younger audiences as a lifestyle choice rather than a technical one.

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.

WHAT DETAILS OF THE...

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