"Break Free!" - Tomtom with a global marketing campaign

The Tomtom "Break Free!" campaign is made up of a variety of marketing activities. These include traditional media as well as radio and PR, social media apps and competitions. The campaign also includes online activities, advertising, a microsite with video content provided by users and specific activities including in-store promotions.

The aim of this campaign is to show how Tomtom's traffic information service HD Traffic can help users to break free from traffic jams, says Corinne Vigreux, Managing Director, Consumer at Tomtom. Tomtom has secured the rights to use the Queen classic "I Want to Break Free" as the anthem for the entire campaign. For the launch, "Break Free!" comedy sketches will be presented, written and performed by comedy legend John Cleese.

A core component of "Break Free!" is a karaoke competition. Using easy-to-use iPhone and Android apps, participants can record a video of themselves singing "I Want to Break Free" while stuck in a traffic jam and post it online. A jury of experts will select the winners of a Renault Mégane and a Renault Clio from the most popular videos - both with Carminat Tomtom Live on board, of course. All "Break Free!" videos with unique "I Want to Break Free" performances from users who want to get out of the traffic jam will be available on Tomtom's Facebook pages.

Tomtom has worked with Pool Worldwide to develop the campaign, which will run in more than 14 markets worldwide. MEC are the media buyers and Content and Motion developed the social media strategy. The Service Plan Group adapted the campaign for Germany.