null - TomTom does the Robot

TomTom launches on Android with 'Robot' viral. Amsterdam based creative agency Khanna \ Reidinga (K \ R) launch an online film for TomTom, to announce the arrival of the navigation solution on the Android OS. In the film starring real TomTom employees 'the Robot' spreads like a virus through the headquarters. The navigation software has been successful on the iPhone for some time and is now available on Android. The agency's Strategy Director, Rikki Khanna: 'Navigation, particularly on Android, is normally talked about in very geeky language. We felt TomTom had an opportunity to differentiate, by being warm, human and fun. The challenge was to tell the platform story in the most interesting way, without getting into all the features of the actual product. 'TomTom does the Robot' is a more interesting way of saying 'available on Android' says Creative Director Hesling Reidinga. 'For the film we thought it would be nice to bring the people behind the brand to the forefront, and show the faces and personalities that make this into a great product. It was a lot of fun to get TomTom people to bust some moves.' But they did get some help, from Danish 'So You Think You Can Dance' winners Nick and Jeppe who are also featured in the film.