Cannes Lions

GPS NAVIGATOR

GREY GROUP CHINA, Beijing / GARMIN CHINA / 2014

Presentation Image
Supporting Images
Supporting Images
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

The idea of not losing your way had to be elevated to a level that’s more inspirational rather than superficial.

Execution

What if Muhammad Ali fought in Vietnam? What if J.K. Rowling gave up after her first rejection? We started with inspirational stories of famous people who succeeded by staying the right course. From there, we imagined a life map with an alternate route the person could take, which would lead that person into an uncertain future.

Outcome

Dealers recorded increased purchasing intent for Garmin as opposed to domestically-produced GPS navigation systems in-store.

Similar Campaigns

8 items

ETREX HANDHELD GPS

GREY GROUP CHINA, Beijing

ETREX HANDHELD GPS

2014, GARMIN CHINA

(opens in a new tab)