South African produced Garmin 'Instinct' campaign receives local and international exposure

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
  • It was ranked in the top thee adverts on the international website,
  • CNBC Africa voted the campaign the best for November 2009
  • Jeremy Maggs gave the advert a thumbs up on his 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."

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13 Jul 2010 15:09


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