Is this the Tour de France, or the detour de France?
Google Waze x Tour de France Partnership
Role: Creative Lead | Agency Partner: Buzzman Paris
In 2022, Waze became The Official Traffic Manager of the Tour. For two years, we built a partnership brand and organic assets.
In 2023, the goal was to create paid media and PR campaign that will move the needle on the audience’s recollection of Waze as the navigation app with the best route available.
The goal? Create a PR moment big enough to get free TV minutes during the Tour.
The insight? The Tour de France route is ridiculous by any normal standard. 168km from Bilbao to Bilbao? Is that a joke?
This, full of french humour, became key to our messaging. ‘Is this the Tour de France or the De-Tour de France’. What followed was a larger-than-life OOH campaign along the TDF route that was seen by countless fans on the road and around the world during the live broadcasts.
Translation: Since when does Bilbao to Paris go through Moutiers? The best route is on Waze.
Translation: Who knew there would be so much traffic at Beaufort? Us. The best routes are on Waze.
Translation: The probability of being blocked by 176 cyclist in Issoire? - 100% The best routes on Waze.
Translation: We know some people who’ll be in trouble in Bresse. The best routes are on Waze.
Translation: Who knew there would be so much traffic at Beaufort? Us. The best routes are on Waze.
Influencer Reach
Translation: Uhh, is it the Tour de France or the Detour de France? The best routes are on Waze.