CHEETOS®FEBRUARY 25 - APRIL 30 2016

GOALS

Generate awareness of the Chee-

tos® brand by using promoted

voice prompts of the iconic

Chester Cheetah.

APPROACH

Using geo-targeted ad units

on Waze, Cheetos® crafted an ad

campaign tailored to the context

of a consumer’s drive, with distinct

messaging for weekends, route

length and Wazers traveling to

home/work.

RESULTS

VOICE PROMPT DOWNLOADS: 165K

IMPRESSIONS: 3.3M

DRIVES WITH VOICE PROMPTS: 1.8M

FORMATS

Zero-Speed Takeover

Character Voice Navigation

“Our partnership with Waze was an excellent opportunity for us to

bring the consumers closer to us in a fun and original way. Working

together with Waze gave the users the opportunity to hang out with

our character Chester Cheetah through his voice while they were

driving, diversifying our digital tools so we can have bigger impact

as a brand in a more digital and globalized world than ever.”

- JOSÉ EDUARDO CÓRDOBA, Cheetos® Marketing Director

Cheetos®, one of Frito Lay’s most beloved brands, recorded custom voice prompts with the iconic Chester Cheetah to surprise and delight Wazers in Mexico.

CAMPAIGN OVERVIEW

Cheetos® is one of the most popular brands in Mexico and Latin America. Their mascot, Chester Cheetah recently received a complete makeover. As part of the re-branding e�orts, the character changed attitude and voice. Gone was the older and gru� mascot and in came a more youthful, energetic cheetah. Cheetos® brought their brand to life on Waze by giving users the option to be guided to their destination with Chester’s new voice.

waze.com/brands

@WazeAds

CAMPAIGN EXECUTION

Besides urging Wazers to download the newest voice prompt, Cheetos® also developed three distinct creatives depending on the driver’s behavior. One takeover was targeted to Wazers that were either driving home or on their way to work, with the message reminding them to share Cheetos® with their coworkers. A second Takeover message was targeted to Wazers going on long journeys as Cheetos® make the perfect road trip companion. Finally, the third Takeover creative had a note for the weekends. After all, what better way to ring in Saturday and Sunday than with a bag of Flamin’ Hots?