Sep 28 2006

TomTom awarded with Golden Euro Effie

Amsterdam, 28 September 2006 – The jury of the EACA has awarded TomTom, and TBWANEBOKO a Golden Euro Effie Award for its submission ‘TomTom GO, the Democratization of Car Navigation’. The winners of the Euro Effies Awards were announced at the Awards Gala in Brussels on September 27 2006.

The EACA EURO EFFIES are the Gold Standard in Commercial Communications Effectiveness Awards. They reward not just traditional advertising but campaigns from any discipline which have achieved proven effectiveness in two or more European markets.

The award winning campaign by TBWANEBOKO positioned TomTom as an easy, smart and accessible consumer solution that fits everyone’s needs on the move. A unique achievement in a market that is traditionally dominated by complex, expensive, built-in-car navigation systems. Today, TomTom has become the solution for daily life and is embraced by many consumers.

“We are confident that we will achieve our stated vision of democratizing car navigation. In the last couple of years, the market for car navigation in Europe has more than doubled, but thanks to disruptive advertising like this Award winning campaign, the TomTom brand has grown by over 300%” (quote Alexander Ribbink, Chief Operating Officer, TomTom)

“Whilst penetration is currently not much greater than 10% in most markets, TomTom is the clear market leader in terms of brand awareness and share. With the help of campaigns like this one, it also has the strongest brand image amongst consumers across the whole of Europe and this gives us enormous confidence for the future”. [quote Stephan van Kruisselberge, Vice President Marketing TomTom]

The winning TomTom GO campaign was launched in 11 European countries, including TomTom key markets the Netherlands, France, Germany, Italy and the UK.

“In an under-developed market, the challenge is always to find a balance between short term product education and long term brand building. The creative solution lay in communicating those product attributes which had perceived superiority, and to wrap them in a strongly distinctive brand image that says simple, smart and approachable”.
[quote Moniek Tersmette Strategy Director TBWANEBOKO:]

The Euro Effies Awards (www.euro-effie.com) are organized by the EACA, in partnership with EuroNews and supported by European and international media advertisers and associations.