City dwellers need the right kind of car to navigate the urban landscape — and Toyota understands that. That’s why the automotive heavyweight Toyota partnered with Waze to promote its two urban-focused “city” vehicles, the Yaris and Aygo. The campaign served ads on the Waze map, targeting drivers near the brand’s corresponding billboards in order to increase brand awareness, measure engagement, and prompt drives to dealerships.
Launching campaigns, testing the impact
First and foremost, Toyota wanted to promote its “city” vehicles, the Yaris and Aygo. Additionally the brand wanted to measure the effect of complementing its traditional out-of-home (OOH) billboards with Waze ads.
Combining traditional campaigns with digital tools
Toyota’s campaign used Waze’s Pins, Search, and Takeovers feature to create a digital echo to Toyota’s OOH campaign to generate and measure engagement. The campaign targeted drivers whose routes took them close to a billboard for Yaris and Aygo, boosting engagement, ad recall, and drives-to-store. Toyota then employed a control group and an exposed group to prove that pairing traditional out-of-home billboards with Waze Ads technology had an impact on reach and ad recall.
Waze makes a difference
This campaign delivered 4.3M impressions among 2.2M unique Wazers reached, generating more than 5K drives to Toyota dealerships. Toyota had their answer: pairing their OOH campaign with Waze Ads helped them reach more drivers, more effectively.