Marketing Challenge

Find a way for JVC’s KD-NX 5000 in-dash navigation system to stand out in the very competitive and cluttered car navigation market on a limited budget.

SOLUTION

Create a six month long grass roots marketing campaign built on strategic alliances with an exotic sports car – Lotus – and a mysterious high profile annual event – the Bullrun Rally.  JVC Mobile Entertainment became the official navigation system for the Bullrun Rally from Montreal to Key West with decals on all participating cars and installed in celebrity vehicles and two JVC Lotus teams competed in the event.  A national sweepstakes was implemented in JVC and Lotus dealer locations to win a slot in the 2008 Bullrun Rally and the JVC KD-NX5000 was made an upgrade with purchase of a new Lotus Elise or Exige.  With the completion of the Bullrun Rally and the Lotus JVC Teams finishing in the top 10, a grassroots advertising campaign was created based on the JVC navigation system being “Bullrun Tested.”  This campaign included a poster; Internet rich media banner advertising, a viral “making of” video and participation in high profile consumer and trade shows.  The campaign generated over 77 million impressions.

Watch the photo shoot video.

Read the Brandweek article.

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