Fastweb strives to live up to its name, helping customers across Italy get set up with high-speed internet in an affordable, efficient way. The popular telecommunications brand decided to partner with Waze to promote its newest internet offer in 4 key cities - Rome, Naples, Genoa, and Bari. To maximize its impact on drivers, Fastweb made the most of Waze’s complementary ads formats, raising awareness through Zero-Speed Takeovers and driving potential customers to their stores through Pins and Arrows.
Spreading the word in four of Italy’s biggest cities
Fastweb, a major Italian telecommunications company, wanted to promote its newest internet offer and drive traffic to its physical store locations in Rome, Naples, Genoa, and Bari. These bustling cities were full of potential customers, so communicating an effective message to these populations was a top priority for Fastweb.
Complementary formats, versatile messaging
To raise awareness of its latest promotion and increase foot-traffic to its store locations, Fastweb turned to Waze and leveraged a combination of Pins, Zero-Speed Takeovers, Search, and Arrow ads. By implementing a combination of complementary ad formats, Fastweb reached users throughout different contexts of their journeys in order to drive the greatest impact.
In Italy, the vast majority of mobile sales still happen in stores, and Waze has proved to be an effective platform in driving new customers to our points of sale.
Roberto Baldassarre, Manager of Brand Marketing and Media, Fastweb
Quality internet connection, effective customer connection
Leveraging a combination of complementary ad formats paid off for Fastweb. Its ads on Waze received 4 times the impressions of its other digital campaigns, as well as 3.3M shares, and an 8% increase in navigations.
