The Drum Awards for Marketing - Entry Deadline

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By Jenni Baker | Senior Editor

March 31, 2022 | 4 min read

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No industry is evolving faster than automotive as it wrestles with net zero, new business models and advanced tech. But what does this mean for marketers? Will they have to transform their approach to reflect the transformation of the ultimate mobile device – the car? The Drum joined forces with Waze and Citroen to find out.

GPS navigation apps like Waze providing greater opportunities for marketers to meet their customers on the move

GPS navigation apps including Waze provide greater opportunities for marketers to meet their customers on the move

For something so small, the all-electric Citroen Ami certainly packs a punch when it comes to quirkiness factor. The French brand’s take on this future mode of transport could just be the answer to zero-emission, electric urban mobility for all. But what role will mobility play in retail’s future – and how can marketers get a jump start?

Cars have become the ultimate mobile marketing device, with GPS navigation apps including Waze providing greater opportunities for marketers to meet their customers on the move. In-car marketing is proving to be the ultimate contextual advertising platform that can track incremental return on media activity – by engaging with the right users, with the right message, at the right time.

Before the new ‘quadricycle’ – it’s not actually classified as a car – hits streets across the UK later this year, The Drum’s co-founder, editor-in-chief and car enthusiast Gordon Young got behind the wheel to take a test drive in the Citroen Ami when it landed outside The Drum Labs in Shoreditch.

But he wasn’t up for riding solo, so invited Katy Allison, media strategy manager of food at M&S, and Richard Atkins, head of digital production for BBH, Tesco’s creative agency, to join him for a spin – albeit separately, because the Citroen Ami is only big enough to seat the driver and one passenger.

Equipped with his trusted Waze app on the dashboard – programmed with his own voice to call out directions – Young takes off on a trip across London, chatting along the way with Allison and Atkins about the clever contextual and creative targeting capabilities that Waze offers for brands and retailers to capture users on the go through the medium of in-car advertising.

They discuss how Waze goes a step further than a radio ad. By linking up route changes with location and having an “always on, constant presence,” it allows brands and retailers to grow market share and see an incremental return on media activity – with metrics to prove that it’s working.

After their spin, the guests return to The Drum Labs to catch up with Nigel Fung, UK sales lead at Waze, in a Top Gear-themed studio to discuss the different ways that brands and retailers can take full advantage of in-car technology and the power of digital and social in that journey.

Did Waze get our guests from A to B quickly and safely?

Did the Citroen Ami make the tight squeeze into The Drum Labs?

Did our guests complete the journey before the car ran out of battery power?

Is in-car advertising a gamechanger for retail marketers?

Watch the video in full above to find out.

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