Category

Award

SEDAN/TRUCK/BUS

ClientGARMIN
ProductGARMIN
EntrantOGILVY SHANGHAI, CHINA
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleSEDAN/TRUCK/BUS
Product/ServiceGARMIN
Entrant Company:OGILVY SHANGHAI, CHINA
Design/Advertising Agency:OGILVY SHANGHAI, CHINA
Credits
Name Company Position
Kevin Lee Ogilvy Shanghai Executive Creative Director
Kevin Lee/Kit Ong/Adams Fan Ogilvy Shanghai Creative Director
Adams Fan/Kit Ong Ogilvy Shanghai Copywriter
Minsheng Zhang/Robin Wu/Zhang Lei/Jordan Dong/Kevin Lee Ogilvy Shanghai Art director
Zhang Lei/Haibo Huang Ogilvy Shanghai Illustrator
Haibo Huang/Zhang Lei Ogilvy Shanghai Typographer
Zhang Lei/Haibo Huang/Kevin Lee Ogilvy Shanghai Designer

Brief Explanation

People are aware of GPS systems. And they think they are all the same.Garmin wanted to challenge that perception.

Describe the brief from the client:

Garmin wanted to inform consumers of its most advanced GPS feature yet – Lane Assist.

Description of how you arrived at the final design:

We know unfamiliar roads can be a maze-like confusion. Garmin can easily point the way out to road users.

Indication of how successful the outcome was in the market:

After the launch of this campaign, consumers started to ask specifically for the Lane Assist GPS model. Sales of the nuvi 765T shot up by more than 13% within 5 months.