By Gordon Young, Editor

October 15, 2020 | 3 min read

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It sounded like a great idea at the time, replicating an average Waze user’s commute into London – but, in order to provide a contrast to the high-tech nature of the app, doing so in a 120-year-old car.

Waze film

Join us on our commute to experience first-hand how Waze is transforming the relationships between brands and consumers

That was the challenge taken up by The Drum when asked to make a video highlighting how GPS traffic app Waze is emerging as a key mobile out-of-home platform.

As you might expect, however, from a project starring a car from the early era of motoring, we were late in every respect. The car didn’t quite get The Drum to London on time and the film was never released as planned – Covid-19 interrupted the screening of the videoed commute, which had initially been set to take place in March, just as the Government banned commuting and using public transport in the UK.

But as more people go back to using their cars to get about, we thought it better late than never to get the film out. And so, without further ado, The Drum is pleased to announce that it has finally completed the journey.

As you’ll find out in accompanying video, at the top of the page, the initial car provided (a 1903 Darracq) didn’t even have working brakes, despite its £250k valuation. Nor did it have a windscreen. Or wheels that didn’t wobble. All of which made driving through city traffic stressful, to say the least.

Despite these initial challenges, the video shows how we finally made it into London to meet Katrina Cimetta, former paid-social manager at Domino’s Pizza, who explains how that business uses Waze.

The completion of this film coincides with the launch of another Waze video that looks at how customer journeys have had to evolve in 2020 as a result of Covid-19. Watch that fascinating discussion here.

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