TomTom Traffic Jam Rally
The TomTom HD Traffic is the first navigation system able to monitor traffic jams. This technique needed some introduction.
We hosted the first Traffic Jam Rally during early rush hours on a rainy Monday in November. The goal for all participants: To get through the heaviest traffic route of the Netherlands by crossing several checkpoints.
No navigation systems were allowed, and in order to avoid speeding only people with older vehicles could participate. Except for the winner (who was doing fine without a navigation system), everyone won the new TomTom HD Traffic.
Concept: Jodi Rabin & Edward Stolze
Agency: Being There