Behind the Counter: Why Garmin is Going In the Right Direction
There are no secrets behind why Garmin scored such big Q4 numbers, including a whopping 90 percent revenue increase and a doubling of earnings. All you have to do is watch TV or visit the company’s investor-relations site.
First start with the fun stuff. Out of all the Super Bowl ads, Garmin’s “Maposaurus” spot—featuring a superhero theme based on the late-’60s Ultraman Japanese series and an ultra-cheesy hair metal tune song by the former lead singer of Grim Reaper (of all people!?!)—was an absolute hit. It was funny, completely out of left field and totally memorable. It has also gotten a helluva lot of mentions on blogs and repeated plays on Garmin’s Web site and YouTube. The interview with Maposaurus, also featured on YouTube, is a brilliant and hilarious follow-up.
Overall, the “Maposaurus” package represents great cross-over advertising. The message resonates with baby-boomers (who deep down know that Ultraman can take out all the Power Rangers put together with one carefully aimed “energy emission”) who have the disposable income to spend on GPS devices. It also targets the new computer generation that celebrates the glorious cheese of past cultures, understands and uses technology and, most importantly, drives viral marketing.