Once we’ve decided that poster wasn’t the best solution to the problem, we devised a more immediate plan of attack. Improvised price-flashers were placed right next to the display units in Garmin stores nationwide and were a great ambush in drawing attention to the message. In-store communications tend to be conventional. Not wanting it to end up being just another blind spot, we’ve decided to stay away from traditional media and work around the existing specs board positioned next to the display units. We wanted to translate the functional benefits of the devices into real practical benefits that have an actual impact on real life. We conveyed them via a more engaging manner in the guise of price flashers.

The communication succeeded in creating buzz for the brand. The price flashers managed to draw interest from passers-by, captivating them long enough for Garmin staff to convert that into sales.