How do we get college students to care about carpooling to class?
Our brief from Waze Carpool - the carpooling app for sharing your commute and costs - showed that the app had immense potential with a growing audience in Brazil: college students.
In order to create a campaign that would engage students and drive them to carpool to class, we wanted to be where students were: on social media.
We wanted to take advantage of natural college patriotism and community-led involvement so we created a grassroots race among students to elect and award the college with the highest number of carpools.
Everytime a student carpooled with another student, they both scored points. We created a real-time ranking on our website so students could keep see their score and discover what awards they could unlock.
Every aspect of Waze's visual language was customized to fit each school's identity, so every students could feel represented in the race.
To win the competition, students became the brand's spokespeople in order to recruit carpoolers.
Waze Carpool 'Vá de Carona'
Visual concept + art direciton, digital campaign + execution
Creative Direction: Bruno Ponzini
Visual: Pleemo, Eduardo Gooda, Caio Orio, Aurélio Silva
Copy: Ana Beatriz Simões, Gustavo Finamore
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