Waze

In classic Google fashion, there was a lot of strategizing, experimentation and production that went down during my time at Waze. I loved working on everything and was happy to be a part of some great projects.

Waze Knows Campaign

Is there traffic up ahead on Katy? Maybe an accident on 45? Or a truck full of stuffed bunny rabbits spilled all over Memorial Dr? Waze knows! We ran a focused campaign directly to the people of Houston, a city where we thought a little more Waze could be helpful. A little more real time road alerts, a little more of an idea on how to avoid delays, a little more of Houston’s sanity saved.

Waze Film
Whether it’s potholes, police, traffic or objects in road, Waze can alert you on what’s ahead.

Waze OOH
We spoke directly to Houston through our billboards with messaging that incorporated issues that only Houstonians would get.

Waze Radio
Despite the world of streaming platforms dominating everything, many Houstonians still listen to radio. Our radio spots not only served as an extension of our film but they also provided entertaining hyper relevant messaging as commuters were driving.

Waze x Houston Rockets
We’ve all been there… the game is about to end and we take out our phones to see exactly how awful traffic is leaving the stadium. We partnered with the Rockets to place messaging at the end of all Rockets home games. So, just as people started to check what the conditions were like leaving the stadium, we reminded attendees that no one would know better than Waze.

Live From Waze

For people that use Waze, they already know the value. But what about for those that don’t have it? How can we show people the power of Waze through helpful information? We built an automated ad platform that turned Waze’s real-time road data into dynamic audio and visual ads, updating every five minutes. These could be put into high traffic areas in different media spaces in order to give the right driving information at the right time. By tapping into the Waze City Partners API, we auto-generated templated content tailored to location and timing, demonstrating how fresh, hyperlocal data—served at the right time—could clearly highlight Waze’s unique value.

We tapped into a billboard in Texas and fed drivers traveling on a major freeway in and out of Houston with vital real time information using the Live From Waze platform.

Live From Waze appeared in other hyper relevant locations where traffic would be a main issue – Sporting events after the game –Mobile ads played during commercial breaks on streaming platforms.

Waze Social

We built an in-house social team, cutting costs by over 50% and speeding up production. This also gave us space to define a distinct Waze voice—different from Google—through ongoing experimentation. We pushed for the freedom to express the quirkiness inherent in the brand and to be honest, this was some of the most fun I’d ever had.