In celebration of World Mental Health Day in 2021, Headspace Health and Waze partnered to launch the 'Drive with Headspace' experience to 140M Wazers globally, available exclusively in the Waze app in English, French, Spanish, and Portuguese. The ‘Drive with Headspace’ experience brought mindful prompts and visuals to the Waze driving routine, scripted by Headspace Health’s mindfulness experts and strived to inspire joy in the journey for users as they returned to their various driving routines during the pandemic. Through the ‘Drive with Headspace’ experience, we wanted to inspire Wazers to discover joy in their journeys, be more present behind the wheel, and arrive at their destinations feeling good.
The 'Drive with Headspace' experience offered step-by-step navigation instructions from Headspace Health's Director of Meditation, Eve Prieto, and gave users an opportunity to rethink driving as a moment for mindfulness by bringing awareness to the road. How often do we navigate mindlessly, only to wonder later on if we missed a red light? While Headspace Health hosts an incredible library of meditation content in our app, we were very intentional that mindful driving is not an eyes closed experience. In fact, quite the opposite, and Waze was uniquely positioned to help us share that message globally! Through the various voice prompts and in-app illustrations, we were able to remind users to take a deep breath, notice their surroundings and even support them with mindful tips when an accident or delay arose. While driving to a new destination or route with navigation can be stressful, the engaging voice prompts ensured Wazers arose at their destination in the best Headspace.
The Headspace Health and Waze partnership proved to be a major success securing hundreds of global PR placements with 100% positive or neutral coverage. Not only did this exceed Waze’s benchmarks but far exceeded our original partnership projections, where we over delivered on every single objective we set out to achieve in record time. Additionally, Headspace Health was able to surpass our goal for unique Wazers during the campaign, as the Waze audience was exposed to the partnership through various in-app placements, PR, social, and a Spotify playlist. The campaign length was extended an additional two months due to its excellent performance. Even more impressively, users who activated the experience were obsessed. We saw absolutely incredible praise and testimonials on social [1, 2, 3], and specifically, one tweet endorsement from an autistic user, Heather, who was truly the best result of all.
