Helping keep first time drivers safe on the roads and anxious parents sleeping easy at night.

The Challenge: To turn around Garmin dashcam’s sliding sales by shifting perceptions from a device that merely records road accidents, to a tool that can help prevent them.

The Idea: Thousands of ‘just-passed’ drivers still have dangerous driving habits, leaving parents fearing the worst each time their children get behind the wheel. We needed to shake up the usually functional category with an emotional campaign to reposition Garmin dashcams and show how they could be used to their full potential.

The “Eye on the Road” program increased mentions of Garmin during Road Safety Week by 77% and saw a total reach of 42.5 million—completely repositioning Garmin dashcams in the category and providing the space for Garmin to speak as a safety expert.