Waze Carpool

Waze

01/

The Challenge

Launch the campaign for the new Waze product, Waze Carpool. We needed to make the most of the routes that would already happen anyway - like going to work and coming home - for the launch of the app, which helps users save time and money, in addition to reducing the impact on the environment while helping reducing traffic in urban centers.

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02/

The Story

To celebrate this novelty and share the direct benefits of the ride, we created a movement to encourage this practice. The #movethecity campaign also proposes a change in behavior. Based on the concept "Carona no Waze improves you, improves the city", R / GA created nine films designed for the digital environment, one more informative and eight that exhibit common bad behavior in traffic, but which can be transformed with presence of a ride. The various characters unfolded in different media formats to publicize the movement on Youtube, Spotify, BuzzFeed, Integrated Out-of-home, Elemídia and on social networks.

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03/

The Result

Brazil now represents 48% of Waze's rides globally, and grows 2.5x more than other markets.

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