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 STRATEGY MAKE THIS A WINNING ENTRY?

Our goal was to help position TomTom as a lifestyle choice, not a tech advocate's choice. TomTom wanted to use a more efficient, smarter, cross-channel online spend. Social media was core, with a strong emphasis on advocacy and word of mouth to reposition TomTom as consumer-focused, fun, entertaining and, above all, helpful and useful. A spin-off objective was to build Facebook and Twitter communities across 14 countries for future use. It was also an evangelical piece for social media's broader potential marketing, communications and customer care, to possibly reframe the brand's core communications and support practices. It was an ambitious, first-of-a-kind campaign for TomTom.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?