Video Editing On The Fly

TOMTOM Bandit

8/14/2015

TEAM

Matt Neustadter (CW) Tico (Dog)

BRIEFING

Community building

TomTom is solely known for its portable navigation systems. Since smartphones made this technology widespread and free, TomTom satnavs became redundant. They had to reinvent themselves by moving into new categories like sport watches and action camera’s that use GPS connectivity as a secondary function. With the TomTom Bandit they want to be unique and make action movies easy.

Build a community around the TomTom Bandit that everybody wants to be part of. Attract the same public as the GoPro but use the Bandits’ feature of ‘shake & edit’ to convince them.

STRATEGIC INSIGHTS

Instagram videos are creating two-times more engagement than Instagram photos.

Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter.

A video is favorited 49% more than a picture

STRATEGIC INSIGHTS

The bandit app has leverage in the market with the “shake to edit” feature.

A fraction of people who own a Gopro actually know how to edit the footage

Create the first “Instagram tool” by incorporating an Instagram Video Edit option.

The ability to effortlessly upload 15 second highlight edits to Instagram on the fly will incentivize potential buyers.

BIG IDEA

RATIONALE

• Sharing experiences with others is something everyone wants to do. • Shareable video edits are accessible to those who are not “tech

savvy” with the bandit app

CREATIVE PLATFORM

The bandit has an algorithm that can select highlight portions of the footage while recording.

The highlights can then be retrieved from the app and turned into an edit with a simple shake of the phone.

simplifying the editing process makes sharing on all platforms more accessible.

Making editing more simple makes posting more frequent

The World

STRATEGY/PLANNING

Increase awareness of the Instagram mobile feature by reposting top user edits Through submission or hashtag usage.

People will be posting their experience or “stories” frequently while promoting the device by hash-tagging for a chance to be featured.

Bring awareness to the fact that most pro athletes don’t edit their own clips together

-Endorse professional athletes to shake and share their footage

Breaking into the sub tribes of action cam users will allow credibility growth

KPI’S

Increase user interactions within the app by 50%

Increase number of mobile shares by 50%

Expand Instagram following for @tomtomglobal to 10k

Tap into 10% of gopro market share.

CAMPAIGN EXECUTION

Create it Tweak it Share itShake the device after you upload the clips

to make a 15 second instagram editAdjust some of the transition points and add music Share it instantly to Instagram from the app

Execution

WHAT WE LEARNED FROM THIS CASE

- The importance of strategy when breaking into a new market.

- The marketing potential that video content has in the near future.

- I must sabotage Humberto’s career here in order to obtain personal career domination.