Red Roof, a leading national economy hotel chain, has been at the forefront of leveraging unique tactics to reach their core customer, the drive up customer. Red Roof saw an opportunity through Waze to increase their number of bookings by reaching weary travelers seeking last minute accommodations while on the road.
Red Roof launched their campaign in August 2015 with the simple message that they were here for those needing a “brake” from the road. Branded map pins taught travelers about Red Roof locations. Upon tapping the pin, users saw the campaign message and could re-route to the hotel directly from the ad.
The campaign had outstanding engagement rates when compared with platform benchmarks and only improved over time with a rigorous optimization and creative testing plan.