Cannes Lions

GLOBAL POSITIONING SYSTEM

MPRC, Brussels / KENWOOD / 2004

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Overview

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Overview

Description

We came up with an idea that we believed was first of all simple to understand but also extremely effective in terms of its impact on the prospect. Road maps were sent out to the prospects, however road information that one would usually expect to find inside a road map was in fact omitted. The maps were completely blank with the exception of an image of the GPS system displayed in the bottom right hand corner. Additionally on the back of the map, the receiver also found addresses of the Belgian Kenwood dealers who sold the GPS function.

Outcome

Although this direct marketing campaign was launched only two weeks ago we can report that the operation has not gone unnoticed. Results have so far revealed a positive reaction and Kenwood are delighted to have received a sizeable degree of coverage and have ultimately witnessed a boost in awareness levels.

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