The Shift

INSTEAD OF A SAFER OR
BETTER DRIVER

THE WORLD’S MOST
EXPERIENCED DRIVER

The Challenge
Stand out from the competition: Boosting Waymo from laggard to leader of the driverless car revolution.

But first, Waymo needed to rise above fears of autonomous cars like no competitor had. 

The Insight
No matter how many accidents are caused by drunk, drowsy, or distracted drivers, people believe they are better and safer drivers than machines.

Instead of calling Waymo a safer or better driver, we shifted to the world’s most experienced driver. This put the focus on Waymo’s millions of miles of testing and real-world experience, building confidence in their technology and propelling them ahead of competitors.

The Result

The trust-building Language Strategy shaped Waymo’s message on every platform, from the company website and communications to CEO talking points and social media.

It helped support a launch effort that has put Waymo safely in the driver’s seat among self-driving car manufacturers.

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