To promote its 40 pizzerias throughout France, Basilic & Co partnered with Waze to launch a campaign using the Pins and Takeover formats. Their strategy was to message drivers near the vicinity of their restaurants, letting them know that there was a great place to eat just around the corner.
Weathering the lockdown with Waze
Just a few weeks after the campaign launched, France announced its second lockdown. Though restaurants had to close up for dining, take-out meals were still available. Waze was one of the only two media channels that Basilic & Co maintained throughout the lockdown, as it was one of the key ways they could let their customers know that they were still open, and ready to prepare their pizzas to-go.
Quickly adapting communications
During the lockdown, Basilic & Co adapted their messaging on Waze to spread the word about their take-out service.
Waze helped us message the fact that our restaurants have stayed open, and that they’re available for take-out. We reached out to our loyal customers, and also attracted new ones who were near our locations. The campaign has been a success, helping grow our market share despite the unprecedented, difficult times.
Laurent Bassi, Basilic & Co Founder
Driving sales through local connections
Basilic & Co’s campaign with Waze ran for two and a half months. Within that time, they reached 2.2M drivers with 5M impressions, which triggered more than 3,000 restaurant visits. Despite the difficulties of the lockdown, Basilic & Co quickly adapted their communications to connect with potential customers, and helped hungry drivers locate great meals that were on the way.