Navigating the way to 500% growth per quarter for Navman®

When Navman wanted to extend its hold on Europe, all roads led to Vivid. We created a retail strategy that would feed into a Pan-European advertising and POS campaign to promote their aftermarket in-car GPS systems, fighting head on with market leader Tom-Tom. The campaign had to make Navman’s technology accessible and easy for retail staff and customers to understand, whilst working in 8 countries.

The strategy was born from the research we conducted with large electrical retailers including Halfords. It became clear early on that the main challenge we faced and needed to overcome was a lack of confidence and technical knowledge of the retail staff when confronted with an inquisitive customer.

Our solution was to create a QRG (quick reference guide) attached to a lanyard with colour coded cards for each of the devices. So blue, red, yellow etc. represented different models with varying features. Armed with the new lanyards – the staff grew in confidence and sales accelerated off the chart.

The campaign resulted in a surge of brand awareness with sales growth of 500% per quarter.

With 80% of distributors agreeing that the campaign was:

‘very, very effective’.

Navman was owned by Brunswick Corporation, home to more than 60 industry-leading brands and today, has more than 17,000 employees operating in 25 countries. The exponential growth of Navman led it being acquired by MiTAC in 2007.

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