Campaign details
Brand: VolkswagenLead Agency: Almap BBDORegion: LATAM
Strategy
Objective
Increase Drive to store through offer awareness promotion.
Target Audience
National, 18+, men and women, drivers. Waze reaches a qualified audience of 100% drivers while they're in their car. The expectation is to sell 2.2M cars per year. 1.9M Wazers are willing to buy a new car in the next year.
Creative Strategy
Pilot study: display for the first time ever an offer, instead a place/ store, through Search on Waze. This allows Waze a new possibility of different projects
Context
First time ever, during...