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Navman aims to shake up GPS advertising in Australia when it launched the first TVC campaign for satnavs on November 29, targeting audiences and driving sales of its latest MYSeries range.

With the soundtrack of John Paul Young’s “Love is in the Air”, the new ad campaign takes a humorous look at what happens when various people drive without a Navman – car arguments or “carguments” result.

The move into television is a deliberate strategy by Navman to shake up GPS advertising.

"Our bus and taxi ads have been enormously successful over the years, and will continue, we’ve seen every other GPS brand following in our footsteps," said Wendy Hammond, marketing director, Navman Australia.

"While I believe we have the best satnav range on the market right now … it can be hard for consumers to differentiate between brands,” she said.

"With special TV ad rates available this year, we felt it was time to really reinvigorate the industry and make the Navman MYSeries top of mind with buyers over Christmas and into the New Year."

The TVC's will run on Channel 7, Channel 9, SBS and pay tv, and will be supported by bus and taxi, and outdoor advertising, as well as magazine and online campaigns.

The advertising agency behind the campaign, The Works, has taken the creative concept of "Carguments" one step further and produced a humorous booklet 'The Definitive Guide to In-car Etiquette'.

It features 15 pieces of advice including “all rubbish leaves the car when you do” and “silence is golden – backseat drivers will be dropped off two streets before the final destination and required to walk the rest of the way in silence!” 

These booklets will be available to retailers in display boxes and distributed for free to shoppers.

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