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Transport Brand Purpose Tips For Marketers

Waze, Shell, Nestlé and Burger King on how brands can elevate customer car journeys

By Thomas Hobbs, Journalist

June 14, 2021 | 5 min read

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A new white paper by the traffic app Waze, made in partnership with The Drum, explores how brands can have meaningful interactions with consumers when they are out in their cars. Utilising experts from brands and agencies including Shell, Burger King, Nestlé, and VMLY&R, the white paper explores how 2020 increased the number of single-occupancy vehicles on the roads and, in turn, the opportunities for marketers to intelligently tap into the ascendence of digital out-of-home advertising.

Waze motorway header image

The white paper looks deeper into the growing relevance of location-based marketing

Thanks to its industry-leading insight, Waze is able to provide invaluable advice to marketers and brands on how they can adapt to the post-Covid 19 retail climate. Waze is also well placed to show marketers how its own flexible advertising business has a proven track record of delivering results when it comes to enticing its drivers to major partner brands’ brick and mortar locations.

"With restrictions on public transport limiting public mobility options, people are spending more time in the car on essential journeys than they did pre-Covid,” says Ruairidh Roberts, country manager at Waze UK. “They are relying more on their cars as this kind of safe haven, because the car provides people with their own space."

“That gives consumers a lot more confidence when they’re on the road and means they’re positively primed for brand experiences that will both optimise and enrich their time outside the house. With this white paper we want to show brands how they can achieve that.”

While helpful messaging can prompt Waze users into making a purchase on their journeys, digital out-of-home can be just as valuable on a global scale. Research commissioned by Waze and Forrester shows that marketers whose brands use digital-out-of-home estimated a 9.1% rise in the volume of sales and an 8.3% increase in the size of sales.

The white paper also looks deeper into the growing relevance of location-based marketing. Nigel Fung, Waze UK Sales Lead, adds: “Location-based marketing is so important, yet often overlooked. It provides an opportunity to connect with consumers at a crucial moment and encourage them into your store. We’ve worked with brands to make this a priority and watched their businesses go from strength to strength. When people read this white paper, I think they will be ready to tap into location-based marketing in a smart way and see how it works.”

There is a section exploring how Waze can bring brands closer to their customers and earn their loyalty. And there’s also a look at how the retail landscape will change once Covid-19 is behind us, with cars set to become “the next major channel for marketers”, according to Gracie Page, MD at WPP’s SJR, just one of several leading marketers who helped to inform the white paper.

Waze and The Drum’s new whitepaper ‘The evolution of the customer journey’ can be downloaded for free by filling in the form below:

Transport Brand Purpose Tips For Marketers

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