Brief Explanation

People are aware of GPS systems. And they think they are all the same. Garmin wanted to challenge that perception.

The Brief

Garmin wanted to inform consumers of its most advanced GPS feature yet – Lane Assist.

How the final design was conceived

We know unfamiliar roads can be a maze-like confusion. Garmin can easily point the way out to road users.

Indication of how successful the outcome was in the market

After the launch of this campaign, consumers started to ask specifically for the Lane Assist GPS model. Sales of the nuvi 765T shot up by more than 13% within 5 months.