Case study

French grocer, Intermarché, broke ground by making the radio clickable

To reach drivers on the go in France, popular French grocery brand Intermarché partnered with Waze to “make the radio clickable.” These unique Waze-powered ads complemented the brand’s radio spots, encouraging drivers to visit Intermarché’s chain of gas stations. Waze Ads, paired with traditional radio ads, provided turn by turn directions, making the radio ads actionable and encouraging drivers to fuel up with Intermarché.

Intermarché and Waze turn the radio clickable

Intermarché wanted to “turn the radio clickable” — which meant pairing ads on Waze with the brand's radio spots. This strategy would help Intermarché reach Wazers on the go, boost brand awareness, and increase store visits.

French drivers tune into Intermarché

Waze partnered with Intermarché to help launch a high-visibility DayBlast campaign of ads on the Waze map that complemented the brand’s radio spots targeting drivers throughout France.

To capture the consumer in these moments of mobility, activating ads on Waze  complementary to radio campaigns creates a marketing sounding board and promotes attention via an experience combining hearing and sight, two essential senses in media.
Christelle Lolivier, Consulting Director, Zenith

Waze fuels a successful campaign

Waze drove +154% ad recall, generated 5.5M impressions, and reached ~1.6M unique Wazers with the campaign. There were 80 daily spots on 12 terrestrial radio stations mentioning Waze. By turning the radio clickable, Intermarché found an innovative way to reach potential customers on the roads of France.

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The Goal

Boost brand awareness and increase store visits.

The Approach

Launch a high-visibility DayBlast campaign on Waze to complement the brand’s radio spots.

The Results

Increased ad recall by 154% while generating 5.5M impressions and reaching 1.6M unique Wazers.


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