Waymo Better. Everyday.
In the Waymo Better campaign, our team is aiming to communicate all of the ways that Waymo is better than other rideshare apps in a comedic way.
Our campaign addresses people who frequently use rideshare apps. These people live in high-density metropolis areas like Los Angeles, Phoenix, San Francisco, Atlanta, Austin, and Miami. They are age 18 to 49, and are familiar with rideshare apps but have not yet made the switch to Waymo. Our campaign goal is to convince them that there is a “Waymo Better” option than Uber and Lyft, without naming names.
Our team addresses the different issues and situations that arise from traditional rideshare companies in a simple, yet humorous way. This campaign is designed primarily for the out-of-home space, such as billboards, bus stops, and train stations, where people are already on the road. For this reason, striking images are crucial, and the copy must be concise and memorable.
Waymo Safe
Waymo Safe uses exaggerated imagery to communicate safety. This image depicts a hypervigilant individual who is wearing a football helmet and has strapped pillows around his body. The exaggeration gently pokes fun at people overly concerned with safety, but still reassures them that Waymo is safe.
Waymo Chill
Waymo Chill illustrates to people just how relaxed the Waymo experience can be. The traditional rideshare may have a chatty driver, who, while well-intentioned, may not be “chill.” Sometimes people just want a ride, not a life story. However, we wanted to communicate how relaxed a Waymo ride could be without criticizing rideshare drivers, so the Waymo Chill image shows a passenger doing an outrageous yoga pose for humorous effect.
Waymo Fun
Waymo Fun aims to show how much fun rideshare can be. Without the silent judgment from a cranky driver, people can be themselves. We illustrated Waymo Fun with an image of people heading to a New Year’s Eve party. The confetti and party horns are unexpected in a rideshare, adding to the comedic effect.
Waymo Affordable
Waymo Affordable is a bit on the nose, but it communicates how much money a passenger can save. By using cartoonish elements like a canvas bag with a big dollar sign, we are trying to communicate what a “steal” riding with Waymo is compared to other rideshare apps.
Waymo Legroom
Waymo Legroom is humorously exaggerated by putting the passenger in the backseat of a stretch limousine. Waymo doesn’t offer limousines, but the message is clear: without a driver, passengers have Waymo Legroom.
Waymo Music
Riding in a Waymo means that you get to be the DJ. No surly driver is gatekeeping the playlist; the passenger can play whatever they want. Waymo Music makes this memorable with exaggeration, by making the passenger into a nightclub DJ! Outrageous elements like the mixer, the lasers, and the indoor sunglasses help drive home the fact that the passenger controls the music in a humorous way.
*This campaign is a school project and is not affiliated with Waymo*