Tangerine has been tasked with trying to reinvigorate the Sat Nav market and grow market share by manufacturer Garmin.
The Manchester agency plans to do it using celebrity partnerships, events, stunts, video and rich content, influencer activations and traditional tactics.
Tangerine secured the account following a three-way pitch in February.
Richard Daish, head of marketing UK and Ireland for Garmin, said: “The decline of Sat Nav sales is well documented as many people utilise free mobile applications. However, over one million people purchased a Sat Nav device last year.
“Sat Nav is Garmin’s heritage and still a hugely important part of our business. Tangerine’s established automotive credentials are what caught our attention initially and the team’s response not only exceeded expectations in their understanding of our audiences but also their strategy development and creative thinking across a wide variety of channels.
“The team outlined an innovative and bold approach and we’re really excited about the proposed strategy which we have no doubt will deliver positive tangible results for the brand.”
Tangerine consumer MD Mary Harding added: “The automotive sector is one of Tangerine’s heritage specialisms. Over the years, we have supported a variety of big brands in the market, so adding such an authoritative brand as Garmin to this list is a fantastic result for the team.
“We’ve got some big plans for the brand this year and the wheels are already in motion to get them underway. Working as an extension of Garmin’s in-house team, we are collectively pushing the brand forward in terms of content creation and overall positioning, so we’re excited to see how this will be received by its customers both existing and new.”
