It sounded like a great idea; to replicate the commute into London taken by an average Waze user. As a means of providing a contrast to the high-tech nature of the app, the journey would have to be made in a 120-year-old car.
That was the challenge taken up by The Drum when asked to make a video highlighting how Waze, the GPS-traffic app, is emerging as a key mobile out of home platform.
But as you might expect from a project featuring a car from the early era of motoring, we were late in every respect.
The car didn’t quite get The Drum’s editor Gordon Young to London on time. Nor was the film released as planned; Covid-19 interrupted with the screening of the videoed commute, initially due out in March, just as the Government banned commuting and using public transport in the UK.
But as more people are using their cars to get about, we thought that it’s better late than never to get the film out. So without further ado, The Drum is pleased to announce that it has finally completed the journey and can release the video.
The accompanying video, attached below, explains how, despite the £250k value of the initial 1903 Darracq provided, the car didn’t have working breaks, a windscreen or wheels that didn’t wobble – which made driving through city traffic stressful, to say the least.
Despite these initial challenges, the video shows how Young finally made it into London to meet Katrina Cimetta, former paid social manager at Domino's Pizza, who explained how her business uses Waze.
The completion of this film coincides with the launch of another Waze video which looks at how customer journeys have had to evolve in 2020, as a result of COVID-19. Watch the fascinating discussion here.