TomTom – The VIO Scooter Assignment

TomTom – The VIO Scooter Assignment


The scooter was then printed on Stadur on a flatbed digital printer, electronically cut for accuracy, part-assembled, packed individually with instruction sheets on how to complete assembly in-store, and 100 were shipped to stores across the UK, Germany, France, Italy, and Holland. We even made a video on how to assemble the scooter to make it really simple for anyone to put it together when it got to the other end.

The scooter had to be flat-packed and lightweight for ease of shipping, strong and robust in use, stable enough to handle the odd knock from a passer-by, and of course, needed to stand out to create an impact – and it achieved all of these goals.

The display

The final version was coloured glorious orange-red and white with the TomTom logo emblazoned across the rear mudguard and a holder for the product sitting in the centre of the 3D handlebars. It was produced to be stable for in-store use and it was created in five parts (front, rear, handlebars, scooter stand and product holder) for easy international shipping and assembly.

TomTom were delighted with their scooter standee and by all accounts it supported their sales campaign for VIO admirably. Sometimes it takes a little lateral thinking to create something so simple

It all started when…

This is the perfect example of a simple concept finessed to the point where it could make the biggest impact for the lowest budget.

Looking at the images associated with this case study it would be easy to assume that it was a straightforward project, but it was in fact deceptively complex to fine-tune our designs to achieve the combined aspirations of low budget, high impact, stable presentation stand, and ease of shipping.

TomTom were launching a new satellite navigation system specifically for scooters – VIO – and they wanted a way to promote it in their partner retailer stores. All we had to work from was a rough drawing of a 2D stand, but our design team took this and dedicated themselves to elevating it into something far more practical and impactful, while, as always, being mindful of the available budget.

Our ideas and execution

From concept to delivery this was a relatively short four-week project. But in that time we had taken the client’s 2D sketch and:

  • Produced designs for several different 2D and 3D options priced up in a variety of materials (10mm Stadur, 10mm Reboard , 10mm Foamcore, 5mm Foamcore, etc)
  • Created detailed CAD representations of these designs to give the client a clear view of the end product
  • Conceived the 3D handlebars to give the standee depth, determining the materials to use so as to not impact on weight and shipping ease
  • Determined that the 3D option would better allow for the product to be displayed on the scooter’s handlebars to show how it might look to the client’s customers
  • Presented multiple options of design and pricing to the client for them to select from
  • Produced a full 3D mock-up of the scooter standee and offered two colour options (blue and red)
  • Gathered branding, material preferences and final approval of the design

It’s always a risk trying out any new supplier as its imperative that our brand ID is followed to the letter. We decided to try out the CMYK team on a few smaller print runs to tread the water. Well it didn’t take us long to realise that CMYK had what it takes as the end results where impeccable. The customer service was there, all deliverables met and more importantly for us the quality and finish second to none.

TomTom UK & EuropeMarketing Director