WAZE

WHAT IF PEOPLE HATE YOUR BRAND’S ONE DISTINGUISHING FEATURE?

MEET WAZE

A revolutionary, community-driven, cop-catching navigation app that even brings fun to boring automated GPS voices. We wrote a brief to help Waze highlight its key feature: reporting capabilities.

THE CHALLENGE.

Waze’s key feature is actually perceived as the most distracting to drivers.

THE TENSION.

People think using Waze GPS is distracting, but in reality, the other things they’re doing to stay engaged are more dangerous.

  • The National Safety Council states that over 50% of drivers are distracted at any moment

  • Testimonials say, “I play games like ‘I spy’ by myself” or “I smack myself in the face.”

  • Even daydreaming accounts for 60% of distracted driving fatalities

THE INSIGHT.

Behind the wheel, constant stimulation doesn’t equal control.

STRATEGY: SHOW THAT WAZE GUIDES YOUR ATTENTION, NOT JUST YOUR ROUTE.

THE WAZE BRIEFING DECK:

With the wonderful strat, Caroline Thomas.