City maps next to the road are exclusively visited by people who don’t own a car navigation system. So that’s where we confront car owners with the advantages of TomTom. Beneath the well known phrase ‘You are here’, we simply placed stickers with the words ‘because you don’t have a TomTom’. With a reference to the TomTom website. This way TomTom claimed city maps as a new medium.
Agency: TEQUILA\Amstelveen, The Netherlands.