Volkswagen: #PõeNoWaze with Volks

Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.

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...

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