| Title | URBAN ESCAPE PLAN |
| Brand | GOOGLE |
| Product/Service | GOOGLE MAPS |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
|
Production Company
|
ARTIFICIAL ROME Berlin, GERMANY
|
Credits
| Guido Heffels |
Heimat/Berlin |
Chief Creative Officer |
| Kai Heuser |
Heimat/Berlin |
Creative Director |
| Gün Aydemir |
Heimat/Berlin |
Creative Director |
| Kenzi Benabdallah |
Heimat/Berlin |
Art Director |
| Hester Haars |
Heimat/Berlin |
Art Director |
| Stefan Wittemann |
Heimat/Berlin |
Art Director |
| Matei Curtasu |
Heimat/Berlin |
Copywriter |
| Janine Gollub |
Heimat/Berlin |
Social Media Concept |
| Sven Koesling |
Heimat/Berlin |
Strategy |
| Astrid Schiffel |
Heimat/Berlin |
Account Director |
| Cansu Özata |
Heimat/Berlin |
Project Manager |
| Julia Zimmermann |
Heimat/Berlin |
Project Manager |
| Alexander Welzenbach |
Heimat/Berlin |
Project Manager |
The Brief
No one uses Google Maps as much as the Germans. There are, though, many products offering similar services. Google Maps has become just a commodity, one to which users have no emotional connection.
The task was thus to develop an idea that would create an emotional connection between German users and Google Maps, which they would then share with friends.
Creative Execution
Google Maps is the ultimate tool for finding everything that you need in the world around you - from streets, shops, hotels, restaurants, to pharmacies, theaters, gas stations and more.
But after a long hard winter, Google Maps set out to help German urbanites find what they needed the most: green. A hyper-localized promotional idea that provided personalized escape plans leading people to nearby green spaces across the country.
Describe the creative solution to the brief/objective.
In order to create an emotional connection between Google Maps and its German users, we sought out hidden corners all over Germany with a view to giving users escape routes to green places. The idea was communicated via a microsite as well as on a mobile, on hyper-localised banners and on posters. With over 200 locations across Germany, we ensured every user had an escape route nearby that could be reached at any time.
Results
82 million people saw our hyper-localised banners. The initiative increased the website traffic by 1,3 million visits with each user spending an average of 59 seconds on the platform. The banners had an exceptional interaction rate of 11%. Positioning Google Maps as the ultimate navigation tool and companion to make the most out of the best time of the year - to get out of the grey and into the green.