Garmin, world leader in navigation technology and innovator in consumer electronics, developed an advertising campaign in late 2009 aimed at directly communicating the brand's value-add to consumers, further strengthening its positioning within the local South African market as category leader.
The South African produced campaign quickly created a buzz with its out-of-the-box approach to communicating the key brand intrinsic - "Garmin consumers need not worry about navigating but can rely on a trusted brand to ensure they arrive safely at their destination." The advertising agency responsible for the creative campaign development was Johannesburg-based Volcano Advertising; they used the concept of migration to develop the campaign, which ran on radio, TV and within key print publications. The adverts followed the migration of the wildebeest and salmon - both demonstrating the incredible natural instinct used by animals to navigate.
The 'Instinct' campaign has thus far received the following recognition both locally and internationally:
Talk Radio 702 Andy Rice's Ad Feature gave the campaign his stamp of approval awarding it the HERO of the week
Saturday Star Media and Marketing Editor, Brenden Seery, gave the ad campaign an Orchid for the week of 21 November 2010
CNBC Africa voted the campaign the best for November 2009
Jeremy Maggs gave the advert a thumbs up on his e.tv Maggs on Media TV series
It appeared in Luerzer's Archive and;
Recently was awarded a Cannes 2010 Finalist Certificate
Walter Mech of Garmin SA commented: "We are extremely proud of the local and international success of the nature campaign, which our creative agency Volcano Advertising presented to us. Our main objective was to ensure the campaign took the viewer on an exciting journey and appealed to a broad audience, but more importantly demonstrated the dependable and innovative essence of the Garmin brand."
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.