When the GPS anchor becomes a new media.Many advertisers had used navigation apps to advertise in the past, but Israir, one of Israel's leading travel companies, was the first to use the GPS anchor himself to deliver its message!For November, each time people had used the Waze navigation app, instead of hearing the familiar arrival message, "You've reached your destination", they heard Israir's surprising and calling-for-action message: "You've reached your destination, too bad! You could have been someplace much better. Dial Israir *2737 and order a vacation today." Thanks to that, ISRAIR's message was spread 8m times during the campaign, reaching out to people in a surprising, unconventional and effective way.

Thanks to this, ISRAIR's message was spread out 8m times during the campaign, reaching out to people in a surprising, unconventional and effective way.