In order to communicate that “Driving Matters” to Mazda, we did research into the root cause of most of Canada’s vehicle collisions, passenger injuries and fatalities. What we discovered is that a disproportionately high number of those incidents happened at 20 key intersections across the country. With this information in mind, we partnered with Waze, a mobile GPS application, in order to serve up in-app warnings to drivers who were approaching those specific intersections. With the knowledge of what lay ahead at their fingertips, drivers would be able to proceed with caution thereby avoiding accidents.

The Waze GPS application regularly serves location-based banner ads to commuters approaching specifically geotargeted locations. We purchased that banner ad space and, over the period of a month, used it to serve up simple, non-invasive visual warnings that warned drivers about particularly dangerous intersections. In order to avoid distracting the driver with our warning, the ads were only served when the vehicle was at a complete stop in the vicinity of the dangerous intersection.

931,662 warnings were delivered to Canadians approaching dangerous intersections across the country.