~ Traditional, online and real-world marketing activities unite – encouraging people worldwide to Break Free from traffic with TomTom HD Traffic ~
South Africa, Johannesburg, June 2011 – Today, TomTom launches “Break Free” – an innovative integrated marketing campaign. The campaign aims to encourage people around the world to break free from traffic jams with TomTom’s market-leading HD Traffic service.
The TomTom Break Free campaign will utilise a breadth of marketing activities to create a truly integrated campaign. It will span traditional media via radio and PR; social media apps and competitions; online, with advertising and a dedicated microsite featuring user-generated video content; and real-world activities including in-store promotions and stunts.
TomTom has acquired the rights to use the classic Queen song: “I Want to Break Free” as the anthem for the whole campaign. At launch, TomTom will release exclusive Break Free branded comedy written and performed by John Cleese. All Break Free video content, including unique renditions of “I Want to Break Free” performed by people stuck in traffic, will be available on TomTom’s Facebook pages. www.facebook.com/tomtom
“Through this truly integrated campaign, we aim to show everyone how TomTom’s revolutionary HD Traffic service can help them break free from traffic,” says Daan Henderickx, South African Country Manager for TomTom. “The campaign will engage people on lots of different levels, via multiple touch points, with competitions, exclusive online content and opportunities to win great prizes.”
Sing, win and Break Free
A core part of “Break Free” is a ‘caraoke’ competition. Using an easy app for iPhone, people can record a video of themselves singing “I Want to Break Free”, and share it online. The most popular videos will be judged by an expert panel and may win a Renault motor car.
Star in your own Break Free music video
“Break Free Yourself” is a Facebook tool that allows people to make and star in their own I Want to Break Free music video. People simply upload a photo, select whether they want to star as a glam rocker or Mexican mariachi and Facebook does the rest.
Online and social media
There will also be a weekly prize draw for a TomTom LIVE device for fans of the campaign. A daily prize draw on Twitter, will award TomTom accessories to people who tweet @tomtom and #breakfree.
Breaking free in the real world
Retail outlets are also helping drivers to break free and save money. Customers can trade in their old satnav device and receive between R 300 and R 500 off the latest TomTom device featuring HD Traffic from selected stores.
Key agencies in the campaign
TomTom has worked with Pool Worldwide to develop the campaign, which will be active in more than 14 markets worldwide. MEC are media buyers, whilst Content and Motion manage the social media strategy.
To find out more about TomTom’s Break Free campaign, and about its revolutionary HD Traffic service, visit www.tomtom.com/breakfreepromo
About HD Traffic
HD Traffic is TomTom’s revolutionary live traffic service. It delivers accurate traffic information straight to a compatible TomTom device every two minutes – that’s up to seven times more frequently than any other provider. This helps drivers to steer clear of delays, and know exactly when they’re due to arrive.
HD Traffic is available in Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, New Zealand, Norway, Portugal, South Africa, Spain, Sweden, Switzerland, the UK and the US. For more information about HD Traffic, visit www.tomtom.com/page/HD_Home.
HD Traffic is now also available as an iPhone application
About the trade in offer
The trade-in is available to customers who purchase a TomTom GO LIVE 1000, Via 120 Live and Via 125 live between 24 May 2011 & 31 July 2011 in retail stores, on retailer websites or on www.tomtom.com.
Log on to www.tomtom.com/breakfreepromo to for more detail.
Customers must take their old satnav device they wish to trade in, to a participating retailer.
The old satnav device is taken to the till point and the customer completes the information form on the side of the product sleeve as well as attaching the till slip where possible.
Once the old satnav device is handed in, consumers will immediately receive R300 discount from the Via Live & R500 discount for the GO 1000 LIVE.
The following retailers are included in the promotion: Makro, Cape Union Mart, Due South, Hi-Fi Corporation, Incredible Connection & Dion Wired
Founded in 1991, TomTom (AEX:TOM2) is the world’s leading supplier of location and navigation products and services focused on providing all drivers with the world’s best navigation experience. Headquartered in Amsterdam, TomTom has over 3,500 employees and sells its products in more than 40 countries.
Our products include portable navigation devices, in-dash infotainment systems, fleet management solutions, maps and real-time services, including the award winning TomTom HD Traffic.
For the world’s most up-to-date route planner, including live traffic information please visit www.routes.tomtom.com
For further information, please visit www.tomtom.com