Google Maps' Urban Escape Plan

Map your way to a nearby green space

by Google Maps

See the full experience

The Story

As competitors entered the online mapping market, Google Maps created a hyper-localized marketing plan to remain top of mind in the German market. After a long, harsh winter, Germans could enter their location on insgruene.withgoogle.com, and Google Maps would route them to nearby little-known green where they could escape. A resident in Berlin, for example, would be routed to the Kreuzberg, a large hill and scenic overlook.

  • Google Maps' Urban Escape Plan
  • Google Maps' Urban Escape Plan

Google Maps technology calculated the fastest way to get to the nearest green location. On the campaign's microsite, pop-up boxes provided background on the green space. Google Maps used banner ads to promote the plan across the web.

The Technology

The Results

Launch date: August 6, 2014

Positioning Google Maps as the ultimate companion to make the most out of the best time of the year, Google helped Germans get out of the grey and into the green.

1.3M

Additional visits on Google Maps

30%

Higher interaction rate on banners than industry benchmark of 7.39%

35%

Higher CTR on banners than industry benchmark of 0.21%

The Team

Heimat Werbeagentur
  • Kai Heuser, Creative Director Art
  • Gün Aydemir, Creative Director Copy
  • Kenzi Benabdallah, Art Director
Artficial Rome
  • Patrik de Jong, Creative Director/Founder
  • Torsten Sperling, Technical Director
  • Lina Franke, Project Manager

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