Background

Waze Local (or Waze Ads) provides innovative and exciting ad solutions, bringing drivers directly to local businesses within the world’s largest community-based navigation app. A company that exists to move beyond the curve, when it came to informing and educating partner agencies about their advertising offerings, they needed a way to break through the saturated market place and get the attention of their partners.

Challenge

While agency people are eager to explore new creative possibilities for their clients, all too often we resort to our standard set of media recommendations.

Inboxes are inundated with reports, testimonials & case studies from both the usual suspects & opportunists – all following a similar tune, and if not from a familiar source, follow a similar fate.

Objective

Create an eye-catching, engaging DM for potential agency partners which demonstrates the Waze Ads functionality, placements and benefit for their clients to reach drivers when on the go.

Commercial Objective
Penetration of key European markets

Marketing Objective
Develop a partner network

Communications Objective
Demonstrate product credibility & viability in a way that’s true to the brand’s identity – challenging the status quo

Insight

For an industry on the cusp of technology and imaginative storytelling, internal communication is still very much delivered as a traditional medium. Emails with depressingly cliche stock-photography & even more depressingly low open-rates.

Often guided by the tech giants, Google & Facebook are quick to claim our media dollars.
So for us become a memorable option when agencies are putting their client’s mix together, we needed to be anything but dull, and visually showcase how the brand is innovating the status quo.

It’s necessary to demonstrate the Waze Ads benefits quickly but creatively stand apart from the rest of the clutter that passes through agency in-trays.

waze-ads-agency-dm

Strategic Platform

Agencies prove ignorant when practising their own comms advice & innovation

Creative Territory

Waze is ‘The Outlaw’ solution which connects drivers and businesses

Campaign Idea

Wanderers Out West

Waze is a digital pioneer, but the brand is very human and playful.

With an audience who’d recognise this, make a tongue-in-cheek poke at the medium, exaggerate the humour by referencing old subcultures and retro storylines that have inspired media and people in the industry to capture their attention.

Polarize this by demonstrating the app functionality and ad placements through an interactive technique that brings the DM to life and can push these agencies to lead collection points and easy direct response pages.

agency-people
Global Web Index: People who work in Advertising OR Marking & PR OR Journalism & Publishing

Solution

Turning intrays into bookshelves, targeted partner agencies received Wanderers Out West – an interactive comic book set within Waze’s playful universe, designed to simultaneously inform and entertain.

Owning the Outlaw status of Waze & using beloved references and obscure interests we uncovered in our audience research such Spaghetti Westerns, 90’s console games, a twist of sci-fi and romance, we believed we’d capture the curiosity of all agency types through the niche & peculiar references.

waze-comic-cover

With a mobile phone in hand, agencies are invited to navigate cowboy Sidney’s adventure as he falls into a whirlwind of romance & trouble.

Prompted interactive scenes within the comic book panels that replicated the existing Waze UI and ad functionality allowed for agencies to familiarise themselves with the product benefit first-hand.

Through chance meetings, robot battles, and with the help of Waze’s localised ad offerings, Sidney emerges victorious.

By combining the tangible experience of a comic book with the tangible experience of bringing to life moments & safely navigating Sidney throughout the storyline to his eventual destination, we showed not only how the product is an essential tool for any driver, but also the innovative brand personality of Waze to differentiate us from the rest.

Placing your phone at key moments also made for one-click sign-ups, FAQ pages & a contact page to be in contact with a Waze Ad rep to continue the onboarding process & develop our partnership.

waze-comic-cover

Results

Waze saw a significant increase in response rate and an uplift in new agency partners within just a week of the comic landing.

The success saw the comic be localised for other European markets in French and German.

4
Local Markets
140
Agencies
60
Response Rate

Credits:
Client: Waze
Agency: Phantom
Creative Director: Jamie Nicoll
Art Director: Mick Valentine

Copywriter: Mick Valentine
Strategist: Mick Valentine
Designer: Dave Skogstad & Rupi Sian
Project Manager: Milda Seiliute

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