Drive safely on September 1st.The problem:September 1st is the first day of school when more than 1.5 million children all over Israel are crossing roads to get to school.

How can we alert the drivers on that day to drive most carefully near a school zone?The solution:A one-day guerilla campaign using WAZE – Israel's most popular social navigation application.We visited dozens schools on September 1st. Using WAZE, we uploaded location-based messages that warned the drivers to drive safely whenever they arrived near the school zone. The messages were signed by Volkswagen The result:Thousands of drivers all over Israel were exposed to our unexpected and important massage.Total media spend was –0$