2011 Silver Best use of social media or viral

Client TomTom

What is wonderful about this work? The BreakFree campaign has two goals: to connect brand with younger audiences (and become a lifestyle rather than tech choice) and build communities on Facebook and Twitter for future comms. It also needed to succeed as a platform for longer-term campaign thinking. We saw 5.5m video views, 1.5m visits from Facebook to TomTom.com; a 200% increase in positive sentiment on social media and 100% increase in mentions.

What details of the strategy make this a winning entry? Our goal was to help position TomTom as a lifestyle choice, not a tech advocate’s choice. TomTom wanted to use a more efficient, smarter, cross-channel online spend. Social media was core, with a strong emphasis on advocacy and word of mouth to reposition TomTom as consumer-focused, fun, entertaining and, above all, helpful and useful. A spin-off objective was to build Facebook and Twitter communities across 14 countries for future use. It was also an evangelical piece for social media’s broader potential marketing, communications and customer care, to possibly reframe the brand’s core communications and support practices. It was an ambitious, first-of-a-kind campaign for TomTom.

How did creativity bring the strategy to life? #BreakFree gave us many creative options across Facebook, Twitter, YouTube, and offline in over 14 markets; from social apps to Freddie look-alike flashmobs. Our campaign anthem was Queen’s “I Want to Break Free”, and we used branded YouTube comedy from John Cleese, Ronan O’Gara, Chris Kamara and Scott Mills to drive awareness. Activity was centralised on Facebook across over 14 markets, to build maximum community. Engagement promos are continual: for instance the ‘Caraoke’ mobile app lets people record and share videos of themselves singing, while the #BreakfreeYourself app lets you sing to quirky versions of the song and get friends involved. Followers are encouraged to share stories to win TomTom products and more collateral, offers and promos are available via the BreakFree site – for instance: trade in old satnavs to get up to €50 off the latest TomTom.

Results We saw 5.5 million+ views of branded videos; 77,000+ views of usergenerated videos; 100,000+ views of the Facebook tab; 1.5m visits from Facebook to TomTom.com; 500,000+ visits to our microsite; 35,000+ Facebook app uses/shares; 29,000 Tweets with our hashtag; 20,000+ Twitter competition entries. Plus an increase of over 200% in positive sentiment on social media and 100% increase in monthly mentions, and a 158% increase in our global Facebook fan base. We saw a 44% increase in our global Twitter following and Facebook fan engagement increased by over 150%.

Team Caroline Fisher, Rosie Tickner, Roger Warner, Rowan Stanfield.

Other contributor Pool Worldwide – Advertising.