We decided that the time parents spent on traffic with their little ones was a good opportunity to give them a brand experience using mobile, to make our children learn and play while driving around with their parents, so for the first time, Waze voice commands interacted in real time not only with drivers, but with their little passengers as well.

Our set of voice commands, gives navigation instructions to the drivers and simultaneously gives their kids instructions to look out for things on the road: traffic lights, policemen, construction sites, road bumps, etc. and asks them to perform actions accordingly: raise your hands, clap, move your feet, say hello, make noises.

Children commands were supervised by Neuropediatricians to improve kid's attention, motor coordination, spatial orientation and sound identification. All this while driving their parents to our POS, making each drive a learning brand experience.

We used social media to tell parents about "Fun Waze to learn", so they could download and activate our set of voice commands: a set of 51 customized navigation instructions, that were also mental development activities for children.

We complemented our interactions with navigation pins, takeovers and search ads so parents would experience the brand an also knew where to find us.

In just six weeks:

We broke the record of Waze voice command downloads - 217,425

800 k trips were made with the Nestlé Excella Gold voice.

Over 7.4 million miles were traveled.

Our zero speed takeover had a 0.96% CTR - (the most ever on Waze Mexico).

We increased Excella's Ad recall by +318% (the most ever on Waze Mexico, over +50% is considered excellent).

And most importantly: we registered 52,691 navigations to our POS.