The challenge was that, in addition to the ongoing need to raising Navigon’s profile amongst the IT, auto and mobile media, Hotwire was tasked with driving sales during the notoriously difficult post-Christmas period and to broaden Navigon’s reach into consumer lifestyle media. A further difficulty was to address the perception of PNDs as a ‘long-journey’ assistant, rather than a tool for everyday use within Paris.
Given the challenge in generating coverage for PNDs in consumer lifestyle media Hotwire’s strategy centred around establishing a partnership with a relevant, high-circulation publication to generate major consumer cut-through. Zurban was identified as the perfect partner. With a circulation of 52,000, a readership of well-off urban professionals between the age of 20 and 40, and being Paris-based, where nearly 80% of all PND purchases in France are made, it made the perfect partner.
|
Campaigns 
