2021 Social & Influencer

GARMIN: COMBAT WARM-UP

TitleGARMIN: COMBAT WARM-UP
BrandGARMIN
Product/ServiceWORK-OUT
Category D05. Cultural Insight
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 Social & Influencer?

The goal of Garmin's Combat Warm-Up campaign was to provide women with the right tools to feel safe during their outdoor sports. The three exercises we developed with two top athletes (former Gold Olympic medalist Kim Gevaert and European Taekwondo champion Laurence Rase) should help them do this. To get the tutorials of the exercises to women, we relied heavily on social media and influencers.

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. F.ex.: • In Belgium one in two women often take a side trip for fear of harassment1. • In the UK more than 60% said that they had felt anxious while out running solo2. It’s clear that women 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 (30% 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 harassment1. 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. The social plan had a strong focus on reaching women with an affinity for outdoor sports, mainly focused on running. We also targeted women with an interest in self-defense and running, close to big parks/running hotspots.

Describe the execution (20% of vote)

The main target group is women. We heavily invested in a social media plan to reach as many women with an interest in running and outdoor sports as possible. To make sure they understood the context of the tutorials, we first pushed the manifesto film. This film sets the mood for the campaign and framed the topic in an empowering and positive way. Next, the three tutorials, short videos with clear steps, offered women tools to actively get started. Women who saw the manifesto on social media were targeted with the tutorials. In this way, we were sure the story was told correctly. Our targeting flow was structured like a waterfall, meaning you would be targeted with the next tutorial when you have seen the previous one first. Both the manifesto film and the tutorials were also spread on the social media channels of Garmin ambassadors, from athletes to amateurs.

List the results (30% of vote)

• 860.000 women watched our videos • Our ads have been seen 4.3M times (of which 1.2M unique people) • 27 Garmin ambassadors shared the manifesto and the tutorials. Good for a reach of 557 728 people and a PR value of € 61 602.

Please tell us about the cultural insight that inspired the work

We are certainly aware that safety in public spaces is very region-specific. This campaign must be seen in the Belgian context: a patriarchal society, but one in which men and women are relatively equal, where both parties enjoy the same rights and the same respect. The fact that a campaign like this is still necessary for a society like ours shows that there are still problems. It shows 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.