As competitors entered the online mapping market, Google Maps created a hyper-localised 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 send 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.

Published
March 2015
Topics

The Story

As competitors entered the online mapping market, Google Maps created a hyper-localised 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 send 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 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 Results

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

0.3

Higher interaction rate on banners than industry benchmark of 7.39%

0.35

Higher CTR on banners than industry benchmark of 0.21%

Launch Date 6 August 2014