Global Manifesto on Traffic

Get your share price up by 8%. Even when you’re stuck in a traffic jam.

Insight
TomTom’s overarching aim in launching the Global Manifesto on Traffic was to underline the company’s credentials and position itself as a global authority on traffic congestion, becoming a go-to organisation for comment about traffic issues throughout the world.

Through its HD technology, the company is able to provide real-time traffic information, guiding drivers away from congestion and reducing journey times. A key figure for the company to convey was that, if 10% of drivers use TomTom’s HD traffic systems, they will collectively reduce journey times for 5% of all drivers.

Idea
It was highlighted by OPR that the research available to TomTom through its Traffic Centre would be of particular interest to media – particularly UK regional media – who would seek to gain a local angle on the story in order to cover the launch.

On this advice, a league of the 25 most congested roads in Britain was compiled. Coupled with this, research was carried out into Europe’s most congested cities, and the cost of congestion to businesses in Europe. This consultancy resulted in the congestion angle being adopted across print and online media, as well as broadcast news.

Pre-event B-Roll and interviews were filmed with key personnel from TomTom in London and also with the company’s CEO in Amsterdam. Two Video News Releases were produced; one for a UK audience and one for a global audience, highlighting the Traffic Manifesto and its aims.

Influence
The campaign gained a great deal of attention across Pan European broadcast news channels, resulting in TomTom’s CEO, Harold Goddijn being interviewed by Bloomberg, CNBC and CNN. Total coverage time across these channels topped 15 minutes and all used OPR’s B-Roll footage.
The coverage proved to have a tangible, positive impact on share price, with an 8% rise in TomTom shares reported on the morning of the launch.
Three regional television stations produced reports about traffic congestion in their areas and highlights of radio coverage included an interview with the CEO being syndicated to all commercial newsrooms via Sky News Radio. Coverage secured included key radio stations BRMB, Key 103 and LBC, which carried a nine minute discussion piece featuring three verbal mentions of TomTom.

Additionally, the story was picked up by ITV’s Daybreak, BBC Radio London, BBC Radio Essex, ITV Anglia East, ITV Anglia West and ITV Meridian South East, as well as BBC Radio Merseyside and BBC Oxford online.

Key messages were delivered clearly and directly to a mass audience and the media activity resulted in a significant boost to the profile of TomTom’s CEO.
Successful ROI delivery of 10:1. Furthermore, future opportunities were generated for TomTom to create ownership around the topic of traffic management and build upon the launch to deliver an ongoing campaign.

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