Garmin UK set us a challenge: in a very crowded marketplace, position its ultra-high-quality, feature-filled dash cams front of mind with key media, retailers and consumers.
We really had to stand out from your usual dash cam coverage, so we had an idea: what if we really put Garmin’s dash cams through their paces – on a rally track.
We created the ultimate, adrenaline-filled product test event for ten tech and automotive journalists and key retailers and let them experience the quality of Garmin’s dash cams behind the wheel of a Subaru Impreza and Mitsubishi Evo.
To share the experience with Garmin’s consumers, we let racing driver and journalist Rebecca Jackson test out the products on the track, creating high-octane video footage distributed via brand social channels, that also caught the attention of Garmin’s teams across EMEA and the US.
Media coverage in Tier 1 titles including Top Gear, Auto Express, The Sun and The Irish Times and Irish Independent
Strengthened relationships between Garmin and its key retailers
Esther Neve, editor at Top Gear citing it as “different… fun… [and] certainly something I’ll remember from Garmin”
Resulted in a growth of dash cam sales