Digital Craft > Data & AI
PAVE IT FORWARD
BEACON COMMUNICATIONS, Tokyo / INFINITI MOTOR COMPANY / 2022
Awards:
Overview
Credits
Overview
Describe the creative idea
Only a quarter of the streets in the world are named after women; undermining their contribution to society. Introducing INFINITI Pave It Forward, a truly inclusive driving experience designed by data, through a digital takeover on Waze, the world’s largest crowd-sourced mobile navigation app by Google.
We started by collecting thousands of geo-markers and stories - of historic women, where they lived, worked or were memorialized for making a difference -- and also of women-owned businesses creating progress in their community today. Thousands of location pins celebrating women, geotagged on the very streets that continue to be named after men.
Spread across all major cities in the US and Canada, these pins were designed to route users in real-time to support women-owned businesses, visit historic sites, or just learn about women change-makers in their neighborhood. All this, in the custom Waze icon of the QX60, a car designed by women.
Describe the execution
INFINITI's vision as a challenger brand is to create a truly inclusive world for their progressive customers who challenge conventions.
Our target implementation was across the US, and Canada with an active Waze user base of over 34 million people. The digital takeover was live from March 1 - 31 across New York, Los Angeles, San Francisco, Washington D.C., Chicago, Boston, Philadelphia, Miami, Tampa, Dallas, Houston, Nashville, Toronto and Canada.
There were five ways to engage with the campaign:
1. When users searched for businesses, women-owned businesses would feature on top of their search results
2. While driving, both women historic sites and businesses will pop-up on the map as a branded pin
3. Each historic site came with a story about the woman change-maker
4. Users could drive to these markers, or bookmark these places for later
5. Users could change the Waze make QX60 custom car their default choice
To realize this purpose-driven initiative, the design and stylistic choices were defined by the INFINITI's brand guidelines, but also Waze's platform-nativity specs to ensure a seamless experience for its users.
The data collection efforts were in partnership with the National Women's History Museum and Google, scouring through thousands of libraries and databases to identify historic sites, homes, plaques, statues, parks, places of importance, and of course businesses that represent the long history of women's contribution to the society. As for deploying women-owned businesses, the real-time nature of the campaign made use of geo-fenced pins and banners with prompts and recommendations in the users' proximity, based on their search history and time-bound need profiling.
The world took notice with landmark results on the platform:
156,925,429 impressions on Waze
17,288,907 unique reach on Waze
63,142 detours to the sites and businesses
31,636 location bookmarks saved
1,477,800,000+ earned media impressions
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