REF: MV-017 · WAZE · PUBLICIS MACHINE
WANDERERS OUT WEST
PROJECT STRATEGY
THE PROBLEM
Waze Ads was an unproven, abstract ad format to agency media and creative leads who already had entrenched habits with established platforms.
THE TENSION
B2B direct mail is treated like disposable spam — read by one person and tossed — yet agencys' superpower is collective intelligence: people collaborating to outsmart a problem.
THE INSIGHT
The agency is your audience, not your colleague: show (them a problem), don't tell (them solution)!
BRAND ROLE
Outsmarting Traffic, Together.
WANDERERS OUT WEST
Turning a sales pitch into a multi-device arcade comic book.
THE WORK
CAMPAIGN GALLERY
PHOTO
PHOTO
THE RESULTS
84%
Play Rate
3.2x
Agency Multiplier
32%
Callback Rate