Waze has over 10 million users in Brazil, generating data that help people find the best routes. SulAmérica has another set of millions of clients providing information on where and when major traffic incidents take place. For the first time the two companies combined their data to create a brand new service that protects Waze users right at the time they find themselves near dangerous locations, like unsafe intersections, areas with high rates of vehicle theft, presence of bicycles and motorcycles and many more. It was the first time a brand offered this kind of service at such large scale. Relevant information, at the right time and the right context. All of that without touching a line of code, just using the app’s media display.

First, we gathered route data generated by over 10 millions of Waze users. Then we collected traffic incident information from millions of SulAmérica clients. By combining this huge amount of data from both companies we were able to map locations with a high rate of occurrences. We then bought Waze banner media to warn drivers approaching those spots before anything bad happened to them. What before was just a traffic app became a safety tool, suggesting not only the fastest routes but also the safest ones. Instead of just an ad campaign, we used our 23 million impressions to make people safer. Never before a brand offered drivers this kind of service at such a large scale.

Before, Waze was just a traffic app. After we cross-referenced its data, it became something much bigger: a tool that guides and protects the population. Now, a driver using Waze knows exactly where he’s going, and is able to make decisions based on reliable information which could possibly keep him out of harm’s way.

We had over 23 million impressions. People are noticing this new service that’s being provided by SulAmérica and the ad recall was much bigger than what was expected. Above all else, the main result is that we’re bringing relevant information to people and helping make traffic safer. If only one life is saved thanks to our idea, it’s worth it.