2021 Brand Experience & Activation

GARMIN: COMBAT WARM-UP

TitleGARMIN: COMBAT WARM-UP
BrandGARMIN
Product/ServiceWORK-OUT
Category G04. Social Behaviour
Entrant FAMOUSGREY Brussels, BELGIUM
Idea Creation FAMOUSGREY Brussels, BELGIUM
PR FAMOUS RELATIONS Brussels, BELGIUM
Production FAMOUSGREY Dilbeek, BELGIUM
Post Production FAMOUSGREY Brussels, BELGIUM
Additional Company GARMIN Evere, BELGIUM
Credits
Name Company Position
Nicolas Coppens Garmin Belux Marketing Director
Tom De Schrijver Garmin Belux Marketing Assistant
Peter Ampe FamousGrey Creative Director
Yana Gestels FamousGrey Art Director
Zoé De Priester FamousGrey Copywriter
Kathy Van Looy Famous Relations (as a part of FamousGrey) PR Director
Laure Vandeghinste Famous Relations (as a part of FamousGrey) Senior PR Manager
Laura Godinho FamousRelations (as a part of FamousGrey) PR Manager
Eva Van Riet FamousRelations (as a part of FamousGrey) PR Manager
Joachim François FamousGrey Head Of Digital
Siebe Lefebure FamousGrey Digital Account Manager
Jonas Sprengers FamousGrey Online Marketeer
Sander Cuypers FamousGrey Online Marketeer
Wies Dickens FamousGrey Digital Strategic Planner
Sarah De Prez FamousGrey Social Creative
Laureen Delbauche FamousGrey Social Creative
Sacha Lempereur FamousGrey Graphic Designer
Marlies Neudt Famous Productions (part of FamousGrey) RTV-producer
Gaelle Haesaert Famous Productions (part of FamousGrey) Producer
Max Pauwels as a part of Famous Productions (part of FamousGrey) Director
Edouard Legrelle as a part of Famous Productions (part of FamousGrey) DOP
Sven Van Hee Famous Productions (part of FamousGrey) Offline & Online Editor
Fries Vansevenant as a part of Famous Productions (part of FamousGrey) Motion Designer

Why is this work relevant for Brand Experience & Activation?

The campaign is based on Garmin's core values: helping people to navigate safely in public spaces and supporting them in their sport. The campaign is in no way about Garmin's products but focuses on what the brand stands for and what it wants to mean to its customers. In addition, the campaign also contains a very activating part by actively offering tools for all women; three tutorials that warm up your body and teach you a self-defense technique. Fun fact: after the digital launch of the exercises in June, it was decided to also teach the exercises

Background

As a woman, you sometimes think twice before running into a certain street, alley, or park. Especially when it is dark. The fear of being stared at, shouted at, or, at worst, aggressed at, is often on women's minds. Research confirms this and has shown that one in two women often take a side trip for fear of harassment3 and 60% said that they felt anxious while out running solo4. Women do feel systematically less safe than men in public outdoor spaces. A pity, because women too should be able to stand, walk and run where, when, and how they want.

Describe the creative idea (20% of vote)

Every woman should be able to walk and run where she wants when she wants. This only seems logical, yet one in two women often take a side trip for fear of harassment2. Garmin wants to raise awareness of this societal problem. And it does so in an empowering way with The Combat Warm-up, three warm-up exercises that warm up your body for your running session and teach self-defense techniques. The Combat Warm-up was developed by Belgian Gold Olympic medalist Kim Gevaert and European Taekwondo champion Laurence Rase. The tutorials are accompanied by a manifesto film raising awareness for the feeling of insecurity many women experience.

Describe the strategy (20% of vote)

On the one hand, Garmin wanted to create extra awareness for the feeling of insecurity many women experiences, without portraying sport in a negative light. To this end, an empowering manifesto film was made. On the other hand, Garmin also wanted to provide women with concrete tools that boost their self-confidence before sport. Therefore, they developed three warm-up exercises with Belgian Gold Olympic medalist Kim Gevaert and European Taekwondo champion Laurence Rase that warm up your body for your running session and teach self-defense techniques.

Describe the execution (30% of vote)

The manifesto sets the mood for the campaign and framed the topic in an empowering and positive way. This was first distributed on social media, targeting men and women. Next, the three tutorials, short videos with clear steps, offered women tools to actively get started. Women who saw the manifesto on social media also received the tutorials in their feed. Both the manifesto film and the tutorials were also spread on the social media channels of Garmin ambassadors. These people have been exercising with a Garmin watch for at least a year and post about it on social. Six months after the digital launch of the campaign, Basic-Fit and Garmin decided to work together to teach the exercises in 10 Basic-Fit centra all over Belgium. This allows women to learn self-defense techniques together and in real life.

List the results (30% of vote)

• 26 press articles were generated. • 860.000 women watched our videos • Our ads have been seen 4.3M times (of which 1.2M unique people) • 27 Garmin ambassadors supported the campaign by sharing the manifesto and the tutorials in their network. Good for a reach of 557.728 people and a PR value of € 61.602. • Basic-Fit and Garmin will organize 10 Combat Warm-Up Sessions throughout Belgium. More than 100 women will be able to learn the Combat Warm-Up in real life.

Please tell us about the social behaviour that inspired the work

Research has shown that one in two Belgian women often take a side trip for fear of harassment2. Although men and women are relatively equal in our society, there are still problems. The numbers show that despite equality on paper, men and women are not yet on an equal footing. With this campaign, we mainly want to empower and boost the self-confidence of women. But at the same time, it is also a call for further structural solutions, so that women can walk the streets without feeling unsafe. This is a problem that Garmin cannot solve alone, however, it hopes to do its part and to help where it can.