Waze
A PR program to reassure users.
- 100 Stories in Business, marketing, tech and generalist media.
- 20 Media briefings, including TV, radio, print and online publications.
- 2 TV report organized for M6 (in Paris) & Canal+ (in Tel Aviv).
The Objective
Position Waze new business model, based on advertising, and reassure users on the fact that the tool will remain free with a frictionless usage.
The Campaign
Ballou developed two strategies. First, we focused on organizing interviews of Waze’s spokespersons to explain the new business model. Then, we pushed case studies to showcase how Waze could be used as a marketing tool with high ROI.
For that, we targeted TV, radio, but also business, marketing and vertical publications – Les Echos, Stratégies, LSA, RMC, etc.
The Results
It took 1 year to educate users and brands on Waze new business model.
Result: No loss of users because of ads. On the contrary, at the beginning of the year, Waze registered 1.5 millions of active users compared to more than the double at the end of the year (around 3 millions of users).