IncrediBull Ideas to target women in sat nav drive

German satellite navigation brand Becker has appointed ­Inc­redi­Bull Ideas to launch a range of high-end car devices.

The agency has been tasked with driving consumer aware­ness of the brand in the UK as part of Becker's pan-European campaign, which focuses on France, Italy and Spain. The ­account will involve both consumer and trade media relations.

It will focus on the launch of Becker's premium ‘info­tain­ment' devices in June.

Senior PR consultant Lishai Oz will head the account, reporting to Becker's UK national sales manager Anthony Mills. Oz said: ‘We want to start discussions about the current issues surrounding satellite navigation and are putting a consumer ­report together. We are planning a guerilla stunt for the launch in June. We have secured coverage in T3 and Stuff magazine and we will also target industry opinion formers.' She added:‘We are trying to position these high-end gadgets as "must haves" for the professional woman.'

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