Waze and TF1 launch Koh-Lanta themed navigation experience

Waze and TF1 have launched a collaborative navigation experience titled ‘L’Épreuve des Routes’ (The Road Trial), themed around the adventure television program Koh-Lanta. The partnership coincides with the launch of the ‘All Stars’ season of the show.

For a six-month period, Waze users can customize their driving experience with the voice of iconic presenter Denis Brogniart, who provides navigation instructions using terminology from the show. The update also includes visual customizations, such as avatars representing the red or yellow tribes and a vehicle icon shaped like a raft.

The campaign aims to engage users during the high-traffic period following summer holidays. The integration is supported by TF1’s digital platforms, social media, and the TF1+ streaming service.