Garmin Design & Branding SEDAN/TRUCK/BUS by Ogilvy & Mather Shanghai

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Industry Automotive products, services and accessories
Media Design & Branding
Market China
Agency Ogilvy & Mather Shanghai
Copywriter Adams Fan, Kit Ong
Designer Kevin Lee, Zhang Lei, Haibo Huang
Released March 2010

Credits & Description

Category: Posters
Advertiser: GARMIN
Product/Service: GARMIN
Date of First Appearance: Mar 1 2010
Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Kevin Lee/Kit Ong/Adams Fan (Ogilvy Shanghai)
Copywriter: Adams Fan/Kit Ong (Ogilvy Shanghai)
Art director: Minsheng Zhang/Robin Wu/Zhang Lei/Jordan Dong/Kevin Lee (Ogilvy Shanghai)
Illustrator: Zhang Lei/Haibo Huang (Ogilvy Shanghai)
Typographer: Haibo Huang/Zhang Lei (Ogilvy Shanghai)
Designer: Zhang Lei/Haibo Huang/Kevin Lee (Ogilvy Shanghai)
Media placement: Outdoor - Walls outside of stores - 01/032010

Describe the brief from the client
Garmin wanted to inform consumers of its most advanced GPS feature yet – Lane Assist.

Describe the challenges and key objectives
People are aware of GPS systems. And they think they are all the same. Garmin wanted to challenge that perception.

Describe how you arrived at the final design
We know unfamiliar roads can be a maze-like confusion. Garmin can easily point the way out to road users.

Give some 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.