Mazda Canada has partnered with Waze, a driving app, for a mobile ad buy designed to help drivers get home safe.
The automaker has designed ads that appear on the popular Google-owned app (which maps driving routes and road risks on a real-time display) as drivers approach intersections that see more than their fair share of accidents.
The buy targets drivers approaching the 20 most-dangerous intersections in Canada as determined by “Provincial and National accident statistics,” according to a release.
“At Mazda we pride ourselves on surrounding our drivers with the most advanced safety features available, but we know we’re not the only vehicles on the road,” said Sal Sujaa, national manager of brand engagement at Mazda Canada. “Making all Canadians more aware will make everyone on the road safer, not just those who drive our cars.”
The campaign launched Feb. 8 and is set to run through the spring. Mazda is considering extending the buy to include more intersections later in the year.
“This media partnership furthers our mission to offer users even more information to make informed decisions and stay safe on the road,” said Mike Wilson, the sales lead for Waze at Google Canada.
Mazda is promoting the program through its social media channels and events such as auto shows.
