To drive interest and engagement in Mazda’s two latest models, the Mazda 6 and CX-5, the British media buying agency of the car brand, Mindshare UK, in cooperation with mobile ad agency Mapp Media selected mobile app Waze as a medium for an advertising campaign.
Owned by Google, Waze is a community-based navigation app that offers turn-by-turn directions, traffic information and speed camera warnings.
The agency targeted user’s of Waze based on the proximity of a Mazda dealership along their route. Branded pins notified the driver about the dealerships and he had the option to click on the pin for more information – including click to navigate to dealership, click to call dealership or click for more information on the model.
In addition to the branded pins, rich media adverts (“zero speed pop up“) were served to users when stationary for over 10 seconds, for example when waiting at a red light.
The outcome of the campaign was that more than 1,000 Waze users changed their route and navigated to a Mazda dealership. Over 5 times this amount clicked on the branded pins and rich media advertisements to find out more about the car models or to call their local dealership.
The campaign was run for one month in November 2013.