Tangerine to help Garmin promote satnav offering

Tangerine has been handed a new brief by the UK arm of the technology firm Garmin to promote its satnav and dashcam offerings.

Following a three-way pitch, Tangerine's consumer team has been tasked with reinvigorating the category and increasing Garmin's market share through celebrity partnerships, events, stunts, video and rich content, influencer activations and traditional tactics.

The agency will be working closely with Garmin's internal team, which is keen to arrest the recent decline in sales of dedicated satnav devices due to the growing preference for using free mobile applications.

Tangerine was hired on the basis of its established automotive credentials, multichannel strategy development and creative thinking, understanding of the target audience and its bold approach to the pitch.

Mary Harding, Tangerine's consumer managing director, said: "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."

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