NavTrak Case Study
Challenge:
NavTrak supplies in-vehicle communications technology that combines wireless voice and data applications to provide location-specific information and security directly to drivers in their vehicles. They chose Kinross + Render to build their UK profile and share of voice. The manufacturers of the NavTrak Data Collection Unit (DCU) which uses a combination of GSM (mobile telephone technology) and GPS (global positioning system) to pinpoint and track vehicles in real time, became recognised commentators on a variety of motoring issues.
NavTrak and its parent company, ITIS Holdings, were fairly new entrants to the UK automotive market and needed to build awareness and desire for the brand, which was relatively unknown to consumers. This ambition was set against domination of share of voice by the motoring organisations - AA and RAC; as well as direct competitors, such as TrafficMaster and OEMs.
Strategy:
K+R adopted a strategy which focused primarily on the end users. NavTrak was positioned as the driver’s champion, with a focus on problems that drivers face. NavTrak was to assume a statesmanlike position in the UK industry.
Tactics:
K+R undertook research to get drivers’ views and concerns, and used this to generate collateral for media relations. We also supported the launch of new products and services, mounted competitions and promotions in print and broadcast media and generated product reviews in ICT, trade and consumer press.
Results:
NavTrak was positioned as a commentator challenging the AA and RAC on motoring issues such as speed, petrol crisis & congestion. The company has received extensive national, regional & motoring press coverage, as well as achieving a series of television and radio interviews. Around 20 radio station competitions and 30 regional newspaper competitions were organised, in addition to two national newspaper promotions. This was achieved cost-effectively, reaching a target audience of over 36.5 million at a cost of reach per person of £0.002.
