The 'Traffic Jam' campaign by Waze leverages a creative metaphor to communicate its core brand proposition: Waze serves as the ultimate companion for drivers seeking to avoid congestion and navigate roads more efficiently. By physically manifesting a ‘traffic jam’ through an edible mix of berries sourced from Britain’s most congested corridors, the campaign tangibly illustrates Waze’s value — transforming an everyday driver frustration into an engaging, memorable concept. This aligns with Waze’s promise of real-time, user-driven traffic alerts that help drivers beat jams and save travel time.
Strategically, the campaign taps into a culturally relevant and seasonal insight: summer travel often means increased congestion, especially on key motorways like the M1. By focusing on this high-impact period, the messaging becomes timely and directly addresses the pain points of Waze's target demographic—drivers navigating UK roads during a peak travel season. The creative angle of making a literal “traffic jam” also differentiates the campaign within the automotive and tech space, where messaging can often be abstract or overly technical. This tangible, multisensory approach fosters an emotional connection and reinforces the utility of the app in a way that is both playful and informative. By using an integrated media approach and positioning the product as a practical solution steeped in local relevance, the campaign aims to deepen brand awareness and drive adoption among technologically savvy drivers looking to optimize their journeys.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This Waze campaign utilizes the creative device of symbolizing the problem by introducing an actual, edible “Traffic Jam” made from berries found along Britain’s congested motorways. Instead of depicting literal traffic congestion, the campaign employs a clever play on words and a tangible symbol—a jar of jam—to stand in for the frustration of real traffic jams. The narrative and metadata reinforce this symbolic approach, positioning Waze as the solution to avoid unwanted (traffic) jams, and leveraging this analogy to cut through the usual problem/solution tropes with memorable imagery rather than straightforward exposition or storyline. This fits FORMAT#3 as the product’s role and benefits are communicated via inventive, indirect symbolism rather than direct demonstration, story, or celebrity presence.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Google Maps – Market Positioning
Google Maps positions itself as the most comprehensive and widely used mapping and navigation solution globally, offering robust route planning, real-time traffic updates, street views, and integration with various Google services. It emphasizes accuracy, convenience, and multi-modal transportation options, catering to drivers, pedestrians, and public transit users alike.
2. Apple Maps – Market Positioning
Apple Maps focuses on privacy-centric navigation integrated seamlessly within the Apple ecosystem. It delivers a visually appealing interface, smooth performance on iOS devices, and enhanced features like 3D views and curated guides, targeting users who value ease of use combined with data security and an integrated digital experience.
3. TomTom – Market Positioning
TomTom differentiates itself with a focus on premium GPS hardware and advanced navigation software solutions for both consumers and enterprises. It underscores precision mapping, offline capabilities, and specialized traffic data analytics, appealing to users who require reliable, dedicated navigation technology beyond smartphone apps.
4. HERE WeGo – Market Positioning
HERE WeGo markets itself as a versatile, user-friendly navigation app with a strong emphasis on detailed offline maps and global coverage. It targets urban commuters and international travelers by providing multimodal route planning, real-time traffic info, and integration with automotive partners for in-car navigation systems.
5. Sygic – Market Positioning
Sygic highlights its offline GPS navigation with high-definition maps and advanced safety features such as head-up display and dashcam integration. It aims to attract tech-savvy drivers looking for a feature-rich app that offers premium navigation experiences without reliance on continuous internet connectivity.
Q: What is Traffic Jam about?
A: Traffic Jam is a 2021 integrated campaign created by the agency Other for Waze in the United Kingdom. The campaign centres on a playful and tangible metaphor: an actual, edible jam made from berries found along Britain’s most congested motorways, such as the M1. Designed to highlight Waze’s value as the ultimate road companion, the campaign uses this unique product to underscore the app’s ability to help drivers avoid real traffic jams during the busy summer travel season. The work spans the automotive, electronics, and technology sectors and was distributed across three media assets.
Q: What creative device does Traffic Jam use?
A: Traffic Jam employs FORMAT#3 SYMBOLIZE THE PROBLEM, as defined by Clapboard's 12-format classification system. Rather than depicting literal traffic congestion, the campaign uses a clever analogy: a jar of edible jam crafted from berries sourced along the UK’s busiest roads. This symbolic approach transforms the frustration of traffic jams into a memorable, multisensory experience, positioning Waze as the solution. The campaign’s creative device stands out by communicating the brand’s benefits through inventive, indirect symbolism rather than direct demonstration or narrative.
Q: What is the campaign proposition for Traffic Jam?
A: The campaign proposition for Traffic Jam positions Waze as the essential driving companion for motorists looking to avoid congestion and save time, especially during the high-traffic summer months. By turning the concept of a traffic jam into a literal, edible product, the campaign directly addresses the pain points of UK drivers and reinforces Waze’s promise of real-time, user-driven traffic alerts. This approach aims to deepen brand awareness and drive adoption among tech-savvy drivers seeking practical, locally relevant solutions for more efficient journeys.
Q: How does Traffic Jam rank in Clapboard's archive?
A: Traffic Jam holds a Clapboard Campaign Score of 71/100. This rating reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Waze's category?
A: In the navigation and mapping category, Waze competes with several key players: Google Maps, which leads with comprehensive route planning and real-time updates; Apple Maps, which emphasizes privacy and seamless integration within the Apple ecosystem; TomTom, known for its premium GPS hardware and advanced mapping analytics; HERE WeGo, which targets urban and international users with detailed offline maps and multimodal planning; and Sygic, which appeals to tech-savvy drivers with high-definition offline navigation and advanced safety features. Each brand brings a distinct positioning to the market, shaping the competitive landscape for Waze.
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