TomTom entrusted us with the task of launching their cutting-edge Cardio smart-watch. Our strategy involved discreetly testing the device on 80 journalists from various European regions before they even arrived at the launch conference.
TOM TOM
Geo and Health tracking brand TomTom asked us to help launch their new Cardio smart-watch, by testing it out on 80 journalists from across Europe – before they got to the launch conference, and without them even realising…
Through a series of orchestrated events, we diverted taxis off course one by one…
We lead the unsuspecting journalists six stories underground, where they encountered a series of unexpected challenges:
- Mobbed by a protest group
- Chased up ten flights of stairs
- Marched off by Nordic walkers
- Put into a bowling tournament
- Diverted into a Victorian mental hospital
- Chased by escaping in-patients
- Put through a techno spin-class led by Victoria Pendleton
Upon reaching the culmination of their journey, we dramatically unveiled the truth: it was all a meticulously planned ruse to deliberately elevate their heart rates. As journalists caught their breath, they were invited to witness their personal results.
This daring escapade involved 72 journalists from six markets, resulting in:
- A maximum heart rate of 169
- 110 social media posts
- 27 pieces of mainstream print coverage, unprecedented for the brand and sector at the time
- Cardio Watch sold out at launch
TomTom gets your hearts racing