13 Jul Volkswagen & Waze's GTI experience
Volkswagen has teamed up with Waze to help its drivers experience some of the UK’s best driving roads. The ‘GTI Superdrives’ campaign in association with Waze uses the Google-owned navigation app’s driving data to locate 75 of the best driving roads in the country to promote Volkswagen’s Golf, Polo, and Up! GTIs. The routes are discoverable in-app by Volkswagen drivers and all take into account things like scenery, points of interest, and driving conditions to determine what are the best roads. If the driver is within 12 miles of one of the routes, he can tap a notification on the app to receive directions to the route
Since the automotive custumer journey generally ends at the purchase moment and does not engage with the customer afterwards, this is a great example of how brands within the industry can leverage on the driving experience in order to create engagement and loyalty.