With a mission to get drivers to their destinations faster, safer and greener, TomTom is recognised and trusted around the globe for providing accurate, real time traffic information. They were embarking on a new campaign, #BreakFree, with the aim of reaching a new generation of TomTom users via Twitter and other social media channels.
To support their campaign TomTom’s agency, C&M, called upon us to create a custom web application which would populate Google maps each time someone tweeted where they were in a traffic jam and where they wanted to #BreakFree. This would help provide useful, real-time information for other drivers through one of the most popular social forums in the world.
#BreakFree was a monumental success across the web. The campaign even included online video sketches of celebrities stuck in traffic jams from the likes of John Cleese, Sky Sports’ Chris Kamara and Radio 1’s DJ Scott Mills. Drivers were encouraged to take part and post their ‘caraoke’ videos on Facebook and Twitter to win big prizes. The overall campaign generated millions of online brand mentions and we were thrilled to be part of its success. David Preece, C&M, said “From start to finish, the quality and speed of Lexel's work was nothing less than excellent, even when dealing with some fairly fluid and unpredictable deadlines. Their enthusiasm for the project never faltered and I will definitely be using Lexel again for future projects”.