Google Maps X India

Destination 2020

TAKING THE NEXT TURN

CREATIVE CAMPAIGN
STRATEGY & ASSETS
 Stop 1
WHERE ARE WE CURRENTLY?
Two years into our journey in the country, we at
Google Maps have gotten 1 billion+ Indians to ‘Look
Before They Leave’.

People are checking their phones before they step out

to see the route they should be taking, how far their
destination is and the time it’ll take to get there.

Often, when stuck in traffic jams, people also check

maps to see if there’s an alternative route available.

But apart from these two or three uses, people rarely

open Google Maps for other purposes, even though it
offers a plethora of other features relevant for
travelers and commuters.
 Stop 2
WHERE DO WE WANT TO GO?
Google Maps to be synonymous with traveler and
commuter culture

Make people spend more time on the app, every time

it is opened

App to be opened for more than just real time traffic

updates

In planning outstation trips -- through ‘saved places’ --

adding interesting ‘stops’ along the way

In locating ‘places nearby’ -- to enable impromptu

plans / help out in case of emergencies -- restaurants,
bars, grocery stores, petrol bunks, hospitals nearby
In understanding the neighbourhood -- get to know
one’s area better -- so one doesn’t have to wade into
traffic unnecessarily

In sharing what is individually / personally known --

‘location sharing’ -- reviewing and rating places --
dropping pins of undiscovered / unmapped places --
uploading helpful pics and videos of these -- ‘your
contributions’

In rediscovering one’s own journey -- ‘your places’ --

‘your timeline’ -- seeing where one has been -- the
distance one has covered
 Stop 3
WHO ARE WE TAKING WITH US?
Primary Audience:
Urban Commuters
SEC A, SEC B
Car / Bike Owners
Passengers In Cars / Bikes Owned By Family

Additional Target Audience:

We already have a large percentage of urban
audiences with us.

If our objective is to get more people to use our app

for a greater number of reasons, can we look at tier II
towns, tap into a largely vernacular audience that also
commutes and could be greatly helped by maps?
 Stop 4
WHAT DOES OUR JOURNEY
LOOK LIKE?
PHASE I: [Providing Functional Context]
All about making a real utilitarian case for the product
/ service. Highlighting features and uses, showcasing
relevance in audience lives.

PHASE II: [Building An Emotional Connection]

Give the audience a larger reason to prefer the
product / service over others, beyond pure play
functionality.

PHASE III: [Sustaining The Relationship]

Continuous communication efforts to amplify message
and reach out to a
 Stop 5
DELVING INTO PHASE I
(EXPLORING FUNCTIONALITY)
Insight:

There is already a behaviour of us asking our fellow

commuters / travelers all sorts of questions pertaining
to our travel / commute:

-- How many kilometers away is my destination?

-- Do you know how I can get there?
-- How long will it take to get there?
-- Is there an ATM nearby?
-- Can you direct me to the petrol station?
-- Should we take some other route?
-- Do you know a shortcut?
Insight:

Google Maps is basically a substitute for a fellow

traveler / commuter on the road who we ask these
questions. Only a more accurate, more reliable, digital
version.

So if the behavior already exists, the questions are

already there, how do we get people to move on to the
next step, which is opening Google maps?

What do we say?
Articulation:

CHALO MAPS KHOLO

JUST OPEN MAPS
MAPS OPEN MAADI
MAPS OPEN CHEIDO
MAPS PODU MACHI
Digital Film For Message Amplification: [Concept]

Customized films that depict actual commute from

location 1 to location 2, served to people for whom that
particular commute is relevant.

For instance, Whitefield to MG Road commute film is

served to people who roughly take that route,
Koramangala to Bannerghatta one is served to
audiences that typically move in between those places,
etc.

The film itself will make a very specific case for how
Google Maps can make that commute better -- what
time to get out to beat the traffic, best routes, common
misconceptions about the different routes, petrol bunks,
grocery stores, bars and restaurants, other landmarks of
note along the way, etc.
Digital Film For Message Amplification: [Treatment]

A mixture of hyperlapse footage of the commute, still

shots of the important landmarks / interesting places /
urgency relevant places along the different routes of the
commute.

Drone shots of the route, fast forwarded go-pro type

footage of vehicles going along that route, still shots of
the roads in different traffic conditions at different times
of the day.

Really fast moving VO to go along with the fast moving

pace of the film.
Digital Film For Message Amplification: [Mechanics]

Going through citywide traffic data / extensive app data

to identify the 3 most common commute routes taken
by people in the city -- at peak hours.

Hyperlocalized + time bound serving of ads -- make

sure our commute films are shown to the most relevant
set of people on YouTube, at the most relevant time (7
to 11 AM + 5 to 9 PM)
Digital Film For Message Amplification: [Script]

<In The Attached Documents>

High Engagement Social Media Challenges:

Gratification of Rs.5000 to Rs.10000 to 3 lucky winners.

Get people to experience the features they haven’t
tried before. An example of a challenge:

-- Screenshot a Google Maps route of the best way to

spend a Sunday morning in Bangalore. For instance,
show us the best place to go for a morning jog,
followed by an early breakfast, followed by a movie,
and some street shopping, etc. #BuildTheBestRoute
Challenge
<Chalo Maps Kholo>
Real Time Updates On Real Life Location Pin Icon:

Collating relevant city information and updates to

prompt people to use Google Maps -- all displayed on
GPS sign. Some examples:

-- Ongoing End Of Season Sale at malls 2 kms from

here. <Chalo Maps Kholo>

-- Sunrise at Nandi Hills is only 2 hours away. <Chalo

Maps Kholo>

-- Outer ring road flooded. We have an alternative.

<Chalo Maps Kholo>
Location Sensitive Dynamic Content Banners:

If people have their location turned on, can we serve

them Google Maps ads basis their top 3 interests, by
pointing out they’re close to places where they would
want to go? Examples below:

-- If Person A is interested in health & fitness, beauty &

cosmetics, fashion -- and let’s say they’re in
Koramangala, can we serve them Google Maps ads
like, “Looks like you’re in Koramangala. Close to 5
awesome Beauty & Cosmetics store. Let us take you
there. Chalo Maps Kholo>>”?
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

Exciting offer. Ab petrol ke saath bachaiye planet bhi.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Responsible Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

Road rage iss old age mein shobha nahin deta.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Happier Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

Signals pe nahin, time family ke saath bitao.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Efficient Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
Copies:

SET 2
[Location Relevant Outdoors + Hyperlocalized Social Media Posts]

Smoothest route from Ejipura to Silk Board.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Avoid Congested Roads Via Google Maps>
Copies:

SET 2
[Location Relevant Outdoors + Hyperlocalized Social Media Posts]

Cut out OMR madness from your Mondays.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - See Faster Routes On Google Maps>
Copies:

SET 2
[Location Relevant Outdoors + Hyperlocalized Social Media Posts]

Work in Whitefield but live in Koramangala?

We’re sorry.
<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Real Time Traffic Updates On Google Maps>
Copies:

SET 3
[Sustenance Outdoors + Sustenance Social Media Posts]

On-the-way home car ki tanki maare dakar.

Petrol bunk khojna ho yaar.
<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Places Nearby On Google Maps>
Copies:

SET 3
[Sustenance Outdoors + Sustenance Social Media Posts]

Address delivery bhaiya ko samajh na aaye.

Phone pe chilla chilla ke thak gaye bhai.
<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Location Sharing On Google Maps>
Copies:

SET 3
[Sustenance Outdoors + Sustenance Social Media Posts]

Exciting offer. Ab petrol ke saath bachaiye planet bhi.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Responsible Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
Copies:

SET 3
[Sustenance Outdoors + Sustenance Social Media Posts]

Road rage iss old age mein shobha nahin deta.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Happier Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
Copies:

SET 3
[Sustenance Outdoors + Sustenance Social Media Posts]

Signals pe nahin, time family ke saath bitao.

<Unit 1 - Chalo Maps Kholo>
<Unit 2 - Efficient Commuting Via Google Maps>
<Unit 3 - Smarter Planing | Better Routes | Less Travel Time>
 Stop 6
DELVING INTO PHASE II
(MAKING IT EMOTIONAL)
Insight:

India as a country is always in a hurry. It’s bustling

cities and towns are a testament to how much Indians
like things to be fast.

It’s a big nation with a lot of people and that usually

means long queues, more waiting, greater traffic --
and there’s nothing Indians hate more.

As a service, Google Maps is addressing these core

issues. And empowering the nation that’s got places to
go.
Insight:

Google Maps being the most popular navigation app in

the country can unequivocally claim that it’s moving
millions of Indians faster.

So they have to wait lesser, making the country more

time efficient. Therefore, can Google Maps take on the
mantle of enabling this nation in a hurry?

How do we communicate this?

Articulation:

GOOGLE MAPS
JALDI INDIA, CHALTI INDIA
-----
GOOGLE MAPS
FASTER INDIA, LET’S GO INDIA
Articulation:

GOOGLE MAPS
BEGA INDIA, NADI INDIA
-----
GOOGLE MAPS
VAA INDIA, VEGAMA INDIA
Digital Film For Message Amplification: [Concept]

Show the immenseness of Google Maps enabling a

nation perpetually in a hurry -- empowering millions of
people to reach their destinations on time.

This means telling multiple different types of stories of

how Google Maps helped various people in various
situations and the implications of that

There needs to be grandness and scale as we’re trying

to put into focus the larger-than-life context of a nation
on the move.
Digital Film For Message Amplification: [Treatment]

Video-In-Video YouTube Clickable Annotations --

Using the interface of Google Maps on video platform
like YouTube to immediately grab attention and create a
strong visual differentiator.

Placing stories of different people on Google Maps as

thumbnails / story screens along the map -- these can
be expanded once clicked into a full story, these will
open in a new tab like annotated video links.
Digital Film For Message Amplification: [Mechanics]

Innovation On YouTube Annotations --

Currently annotations on YouTube Videos can only be
text. Can we turn them into playable thumbnails?

These thumbnails could then be expanded and played

in a new tab.

We use this mechanism to tell a lot of different stories

together but if people are interested in an individual
story, they can go ahead and explore that too.
Digital Film For Message Amplification: [Script]

<In The Attached Documents>

High Engagement Social Media Challenges:

#My2020Map Challenge -- Rs.5000 to Rs.10,000

gratification for lucky participants on social media -- Here
Indians need to share a screenshot of their to-do list /
to-achieve list for year 2020 by pinning different
geographical locations on maps and describing their goal
in the context of that. Example below:

-- ‘Going Jogging Every Week + Pinning Cubbon Park’

‘Expanding My Cultural Horizons + Pinning Rang Shankara’
+ ‘A Wild Trip With My Family + Pinning Periyar National
Park’ + ‘Learning How To Cook Other Cuisines + Pinning
Slurp Studio’, etc.

These can all be collated to make India collective goals and

aspirations map for 2020.
New Ok Google Voice Prompt:

We build a ‘Where To Next’ command for Ok Google

which ties back to Google Maps -- It generates a
randomized location -- based on the person’s interests
and types of places frequented -- the results lead
back to Google Maps

-- For example, if the person is interested in Ayurveda

and he asks Google Voice Assistant, ‘Where To Next’ --
Google Maps pops up in the result directing the guy to
his nearest Ayurveda Center

As a culmination of this, as year 2020 rolls around, we

could publish a list of places where India should head
to next -- encourage people to put them in their saves
places on Google Maps.
Google Maps Location + Occasion Aggregator:

Since the advent of social media people have tagged

their pictures with the location and usually hashtagged
the occasion.

Can we aggregate this data (data from public profiles)

on a website? It could help people discover what a lot
of the country was doing on a given occasion -- we
could center this around Christmas, New Year,
whatever relevant occasion is coming up.

We could call this ‘Where India Was’. So people could

discover ‘Where India Was’ on New Year, on Diwali, on
Independence Day, on their birthday, etc.
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

Taking 578 million Indians where they want to go.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

55,00,000+ hours cut from the country’s commute time.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
Copies:

SET 1
[Campaign Intro Outdoors + Social Media Posts]

Yesterday, Indians reach home 23.33 minutes earlier.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
Copies:

SET 2
[Sustenance Outdoors + Social Media Posts]

The official navigators of a country on-the-move.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
Copies:

SET 2
[Sustenance Outdoors + Social Media Posts]

Making sure 1 billion+ people never have to arrive late.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
Copies:

SET 2
[Sustenance Outdoors + Social Media Posts]

Official cheerleaders of a country going places.

<Logo - Google Maps>

<Unit - Jaldi India, Chalti India>
 Stop 7
EXPLORING PHASE III
(SUSTENANCE)
Save A Place -- A Google Maps Initiative:

-- Tieback to Saved Places -- The idea here is to get

people to go places that are currently ignored --
places that becoming irrelevant and falling into
disrepair because people won’t go there anymore --
such as museums and public libraries

-- We pick a city, pick the places that need saving and

build a campaign around getting people to go there --
perhaps we could have a reward mechanism for the
people who go there and tag the place in a picture
encouraging their friends on social media to do the
same
Google Maps Petfinder:

Can we create a special version of Google Maps on a

separate site? Can we add a functionality on top of the
pinning feature -- where one is able to upload a picture
and a text description?

If this is possible then we can help people find their pet

by pinning the location where they lost their pet or
where they last saw their pet -- they can then upload a
picture and a description.

People wanting to help pet owners can then see the

pictures of pets that were last spotted / lost around their
area and if they know something can reach out to the
owner.
Women’s Day Special Pin:

-- On women’s day, can we replace the regular red

location sign with the female / venus symbol?

-- We do research from our end, identify iconic

women, their milestones / achievements + relevant
geographical locations where that happened all
around India and release this to inspire the Indian
women of today
THANK YOU!