TomTom Gets Back Behind Wheel to Celebrate Joy of Driving
Europe’s leading location technology company, TomTom, is back where it belongs: with drivers. TomTom has launched its new driving assistant, Tom by TomTom, with an integrated marketing platform, ‘Good Drivers Only.’ that touts the new product and reintroduces the brand to consumers. The campaign has rolled out across the UK, Germany, Italy, France, and the Netherlands and was created in partnership with global independent agency Preacher Amsterdam.
Tom by TomTom–which, when paired with the TomTom app, delivers accurate data on traffic, speed cameras, and vehicle incidents through a sleek, compact, screenless device–marks TomTom’s return to the broad consumer market. In recent years, the brand has primarily marketed its navigation software directly to automakers for embedment into vehicle infotainment systems, as well as specific products for truckers. Now, with Tom by TomTom, it’s turning that focus to the millions of drivers already benefiting from its data, promoting a device and a culture that's committed to good driving.
“We chose to work with Preacher specifically because they're bringing new energy to the market. Our collaboration on this product launch proved that sometimes the best results come from partnering with agencies that aren't afraid to challenge conventional thinking,” said Tayla Drew, head of consumer marketing, TomTom.
‘Good Drivers Only’ comes to life in multiple campaign executions working together to highlight Tom the product, TomTom the brand, and the ‘Tommunity’ of good drivers. The first, launch film ‘More Tom,’ imagines a parallel world swept up in Tom-mania - from babies to lovers to baristas - and will run on social, digital & CTV. Following, a series of spots Jam, Buzz, Snap, urging ‘Less Bad, More Tom,’ rolls out across social and digital. Here, the chaos and distraction of modern driving is unleashed before cutting to the calm simplicity of Tom by TomTom. Finally, a social-only film ‘Thank You, Birds’ bids a cheeky farewell to the birds who once protected drivers from traffic cameras and whose service is no longer needed.
“This isn’t just a product launch; it’s TomTom’s return to the lives of everyday drivers,” said Gaia Rossetti, managing director of Preacher Amsterdam. “In full collaboration with TomTom’s team, we kept it simple, playful, and human - creating work that’s true to the brand’s personality and cuts through the noise and distraction, just like Tom by TomTom does.”
Tom by TomTom is a road alert assistant created to enhance the driver experience by minimising distractions in the car and delivering only essential alerts. Combined with the new TomTom app, a free driving and navigation application designed exclusively for drivers, the two products create a complete solution, helping drivers stay informed of unexpected situations on the road. Tom uses LED lights and an audio buzzer to inform drivers of speed cameras, road hazards and traffic on the road. Tom is distinguished by its screen-free and voice-free design, which enhances attention on the road, so drivers receive the most important road alerts while eliminating distractions, enhancing driver confidence and focus behind the wheel.
