Insight: People are paranoid about being tracked from their mobile phones
Strategy: Show that our satnavs can't be so easily tracked unlike mobile phone apps. They are for people who want to be untraceable.
Proposition: Untraceable Navigation
SCRIPT
Foreground:
Here at Tomtom, we don’t want to know what you’re up to.
Get from A to B with no distraction and no tracking.
Wherever you are going, it’s none of our business.
Tomtom, Untraceable Navigation.
Background:
Help me! Can anyone hear me?! I'm in the boot!
Help! Help me! Hello?!
For our socials, we want to show people the scary side of online location tracking, by sending them personalised, ads based in their current location.
Pushing them towards our Sat Navs.
