VODACOM - ANTI HIJACK WAZE ADS

There are over 800 000 drivers in South Africa that use the navigational app Waze to move around the country. The problem is that the app takes the drivers on the fastest route to their destination, and not the safest. For VODACOM, we created the mobile-driven “ANTI HIJACK ADS”; the Waze ads that diverted drivers away from danger. We bought hundreds of geo-located Waze ads around dangerous roads in South Africa, based on real-time data, and turned them into alerts that let drivers know when they around heading towards a crime hotspot area, giving them the option to reroute around it.