TomTom, Runner Cardio Watch Launch
TomTom wanted to build credibility as a sports brand. Reverb was challenged to produce a press event to launch the TomTom Runner Cardio Watch that was 70% experience vs 30% education. Our insight was that most journalists had never experienced the benefits of wearing a heart-rate monitor and most were bored by press events they attended.
To showcase the product, we took journalists on an immersive theatre experience to get their hearts racing, before they had even arrived at the venue. Journalists were met by a fake PR and given a Runner Cardio watch to wear. They were then taken through a series of interventions on route: being chased by protestors; guided by Nordic walkers; challenged to a bowl-off; ending with a disco spin class led by Olympian Victoria Pendleton. This journey was repeated 11 times, with 70 journalists, over 2 hours, involving 40 actors, 22 cars, 7 venues and 5 Heart Rate Training Zones.
Once inside the venue, Reverb had created a slick demo space within Victoria House basement, for guests to review how their heart rates had reacted via the Runner Cardio on their wrist. The venue was divided into key areas with lounge, interview space and demo stations. With the stunning large format TomTom sports imagery on display, we coordinated a series of presentations on stage from TomTom, world-class athletes and Victoria Pendleton, each endorsing the product.
Reactions from journalists were immediate, going online to tell their heart racing stories via the event hashtag. Afterwards, based entirely on the impact of the PR launch, TomTom saw its highest number of pre-orders ever, up 220% on previous product launches.