Traffic Jam

How we created Strawberry Jam to get the nation’s drivers to ditch Google Maps

Business Strategy Creative Strategy – TV & DRTV – Digital Press & Outdoor Radio – Branding – ExperientialPerformanceProduct Cultural Activation



The Problem

Waze came to us as a superior community-led navigation app.

The issue? It was an app only used by cabbies and those in the know.

The task? To reach the UK’s drivers en masse.

The Or

Introducing ‘Waze Traffic Jam’.

With the ‘staycation migration’ meaning 2/3 of UK drivers planned to keep their summer holidays on British soil, traffic became a major concern for those dreaming of a quick getaway.

Waze Traffic Jam was a tongue-in-cheek creation which placed the Waze app at the forefront of UK holidaymakers’ minds.

Made using roadside strawberries en route to the UK’s favourite destinations, the jam made it into Uber orders and even a bespoke donut collection from Krispy Kreme.

What Happened Next

The campaign led to a 300% increase in the usage of the Waze app that summer. The content received 500m impressions and was watched for a total of 500,000 minutes across the campaign. And the strawberry on top? Waze Traffic Jam sold out.