Start point and goals
Garmin Nordic Finland wished to increase the visibility of its new products with product communication, along traditional marketing and advertising. The main goal of four separate campaigns was to gain audience for Garmin’s gadgets in selected blogs, magazines and websites.
We were responsible for the product communication of three different activity bracelets, a GPS-smart watch, a multisport watch, a hands-free navigation device and an action camera.
Creative solution and execution
We decided to contact various bloggers and medias from a gadget perspective, emphasising the diversityof the devices. High quality products were handed out for test use, each for a fitting activity: everyday life, sports or adventure.
The aim was to gain favourable visibility in press and blogs via fun testing experiences. We also gave the tester the opportunity to hold product lotteries and competitions. These were planned to increase the interest of the reader base of the magazines and blogs in Garmin’s products.
To keep constantly up to date with how the collaborations were going, we were actively in touch with the bloggers. If anyone required help with the devices and the situation was straightforward, we instructed them according to Garmin’s instruction booklets; if the situation required Garmin’s expertise, we delivered the message. The most important task was to maintain our contacts happy and excited about the products.
We also mainly managed all logistics issues.
The campaigns performed well. Collaborations were successful, and Garmin gadgets received plenty of visibility in targeted magazines, blogs, websites and social media.
The coverage was extremely positive, and all our tester users were mostly very satisfied with the devices. Even the strictest critics had good things to say from each of the gadgets.
We provided Garmin gadgets for blogs, websites and magazines to be used as lottery and competition prizes. The feedback from bloggers was affirmative: blogs with these promotions had been highly popular.
The goals we defined together with Garmin in the very beginning of the project were thereby achieved.