| Title | URBAN ESCAPE PLAN |
| Brand | GOOGLE |
| Product/Service | GOOGLE MAPS |
| Category |
A08. USE OF MOBILE DEVICES IN A MEDIA 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 |
| Gün Aydemir |
Heimat/Berlin |
Creative Director |
| Kai Heuser |
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 |
Results and Effectiveness
82 million impressions on house ads, 40% higher CTR on hyper-localised banners compared to standard banners. Blogs and newspapers all over Germany picked up on the initiative and got their readers thinking about escaping into the green and making the most of the warm weather. From massive national media down to small local newspapers and town newsletters - journalists and readers started sharing their favorite tips and secret green hideaways.
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%.
Creative Execution
The Urban Escape Plan is a hyper-localized promotional idea that provided personalized escape plans leading people to nearby green spaces across the country in every media that is used. The platform recognizes a persons exact position and, with one single click, led them with Google Maps to hidden green oases in the neighbourhood. On mobile devices with many different discoveries nearby and with a localized OOH-campaign we inspired people in the most built-up areas. The banners detect the user’s location and allow one to discover one’s personal escape plan in the banner itself, without having to leave the page.
Insights, Strategy and the Idea
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 urbanities find what they needed the most: green. An escape plan out of the concrete jungle, it’s to crowded parks or full-to-the-brim swimming pools.