Navman
Most consumer electronics marketing is nonsense. Literally nonsense as most people have no idea what it’s talking about. By focusing on technology features and functionalities, the messages often go straight over the heads of ordinary people.
The danger for Navman was going down this road and getting lost in same clutter, shouting about the same techno-babble features as its competitors. It needed to stand out and give shoppers a new reason for considering Navman.
By uncovering and leveraging a key consumer insight – that arguments in the car are almost always about navigating – The Works developed the ‘No more carguments’ campaign. This integrated campaign has helped Navman stand out from the crowd, own the higher order benefit of GPS navigation (getting from A to B with a minimum of fuss and bother) and secure a higher market share.
