Context You fly to Belgium to be part of the creative team behind the TomTom Bandit. GoPro is a well-known and popular action camera. It’s used during festivals, snowboarding, surfing, ... Recently TomTom launched its own action camera, the TomTom Bandit. The Bandit allows you to mark highlights while filming. The Bandit app automatically edits all the highlights in to one movie. This makes it very easy to instantly share your movie on social media. Challenge Community building TomTom is solely known for its portable navigation systems. Since smartphones made this technology widespread and free, TomTom satnavs became redundant. They had to reinvent themselves by moving into new categories like sport watches and action camera’s that use GPS connectivity as a secondary function. With the TomTom Bandit they want to be unique and make action movies easy. Build a community around the TomTom Bandit that everybody wants to be part of. Attract the same public as the GoPro but use the Bandits’ feature of ‘shake & edit’ to convince them. Deliverables Develop a communication concept that puts uses a unique proposition. Attract a young audience (14-35) that likes festivals, extreme sports, ... Use appropriate communication channels for your campaign. The goal is to create a big community that uses the TomTom Bandit (instead of a GoPro).

1. Video Editing On The Fly
TOMTOM Bandit
8/14/2015

2. TEAM
Matt Neustadter (CW)
Tico (Dog)

3. BRIEFING
Community building
TomTom is solely known for its portable navigation systems. Since
smartphones made this technology widespread and free, TomTom
satnavs became redundant. They had to reinvent themselves by
moving into new categories like sport watches and action camera’s
that use GPS connectivity as a secondary function. With the TomTom
Bandit they want to be unique and make action movies easy.
Build a community around the TomTom Bandit that everybody wants
to be part of. Attract the same public as the GoPro but use the
Bandits’ feature of ‘shake & edit’ to convince them.

4. STRATEGIC INSIGHTS
Instagram videos are creating two-times more engagement than
Instagram photos.
Since the launch of Instagram video, there has been a 37 percent
increase in Instagram shares on Twitter.
A video is favorited 49% more than a picture

5. STRATEGIC INSIGHTS
The bandit app has leverage in the market with the
“shake to edit” feature.
A fraction of people who own a Gopro actually know how
to edit the footage

6. Create the first “Instagram tool” by incorporating an Instagram
Video Edit option.
The ability to effortlessly upload 15 second highlight edits to
Instagram on the fly will incentivize potential buyers.
BIG IDEA

7. RATIONALE
• Sharing experiences with others is something everyone wants to do.
• Shareable video edits are accessible to those who are not “tech
savvy” with the bandit app

8. CREATIVE PLATFORM
The bandit has an algorithm that can select highlight
portions of the footage while recording.
The highlights can then be retrieved from the app and
turned into an edit with a simple shake of the phone.
simplifying the editing process makes sharing on all
platforms more accessible.
Making editing more simple makes posting more frequent
The World

9. STRATEGY/PLANNING
Increase awareness of the Instagram mobile feature by
reposting top user edits Through submission or hashtag
usage.
People will be posting their experience or “stories” frequently
while promoting the device by hash-tagging for a chance to
be featured.
Bring awareness to the fact that most pro athletes don’t edit
their own clips together
-Endorse professional athletes to shake and share
their footage
Breaking into the
sub tribes of
action cam users
will allow
credibility growth

10. KPI’S
Increase user interactions within the app by 50%
Increase number of mobile shares by 50%
Expand Instagram following for @tomtomglobal to 10k
Tap into 10% of gopro market share.

11. CAMPAIGN EXECUTION
Create it Tweak it Share it
Shake the device after you upload the clips
to make a 15 second instagram edit
Adjust some of the transition points and add music Share it instantly to Instagram from the app

12. Execution

13. WHAT WE LEARNED FROM THIS CASE
- The importance of strategy when breaking into a new market.
- The marketing potential that video content has in the near
future.
- I must sabotage Humberto’s career here in order to obtain
personal career domination.