|Entrant Company:||OGILVY SHANGHAI, CHINA|
|Design/Advertising Agency:||OGILVY SHANGHAI, CHINA|
||Executive Creative Director
|Kevin Lee/Kit Ong/Adams Fan
|Adams Fan/Kit Ong
|Minsheng Zhang/Robin Wu/Zhang Lei/Jordan Dong/Kevin Lee
|Zhang Lei/Haibo Huang
|Haibo Huang/Zhang Lei
|Zhang Lei/Haibo Huang/Kevin Lee
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.