Magellan is a challenger brand to Gamin, who owns the hand held GPS device market.
My campaign differentiates Magellan users as true adventurers who understand that experiences are beyond the reach of gps-enabled smartphones. Explorers who are not concerned with simple navigation assistance – these are folks whose lives depend on their device.
Tagline for this campaign is Accuracy in the Extreme
A mountain biker. Headline “At 80 kph, texting is the last thing on my mind.”
The trekker. Headline “Making the summit by sunset is a little more important than getting home on time for dinner.”
Mountain climber. Headline “Up here, you can’t just re-route, there’s no app for that.”