Using behavioural science
to uncover audience insight.
The challenge
Our audience had rediscovered the outdoors during lockdown, but were struggling to maintain those habits as restrictions eased. With work and social commitments returning, finding time for exercise and a healthy work–life balance was becoming harder.
The behavioural insight
Leaning on the Ovsiankina effect, we reminded our audience of the journey they were already on and positioned Garmin as a natural next step. The message was about continuing the progress they’d made, rather than starting again.
The creative
#DareToDawn: “As our days get busier, let’s start them earlier.” Creators headed out at sunrise to hike, surf and climb—making more time for what they loved while sunlight powered their Instinct Solar.
The results
The campaign overdelivered on impressions, engagement and clicks. We delivered 20% higher IR and 1% higher ER than industry benchmarks.