Google Waze Radio Campaign

Creative Direction

Waze is one of those brands that have super fans. Chances are, if you have already used it, you are a convert. But there’s many in Britain that are yet to try this superhero of a navigation app. The one that knows how to get you to your destination faster, safer and happier -
if you haven’t tried the voices, they are a riot.

Our brief came with one specific goal, tell commuters that Waze knows the state of the roads specifically for their journey, with more up-to-date knowledge than anyone else on the road, on in this case, the radio. Our media plan: to play our add after the lovely but fairly generic traffic updates on major radio stations across the UK.

Our creative took us to an interesting space: wouldn’t it be wonderful to have the radio traffic presenter with you on every journey? They will have specific road and traffic updates for you? But then, unless you have a monster-truck, you may be in a bit of a pickle. We collaborated with Robert Webb, the un-official but much loved voice of Waze.

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