Simple. We asked Waze if, instead of just taking people to addresses, the tool could take us to prices and deals – if we just search for them. The answer was equally simple: sure, why not? So, from then on, Waze’s search function became a paid commercial space, for the first time in the history of the app.

That’s why the first five search results for the deal (driven by messages in other media) were all Volkswagen ads. In practice, consumers could literally see how many kilometers they were from that particular offer – which, in this particular case, was a R$10k discount on the whole Volkswagen line.

During the first 15 days, 4.5 million users were impacted.

Ad recall was 104%, and navigation lift went up 113%.

Source: Waze.