The Brief

Google introduced a new way to explore and experience your city within Google Maps. The new Explore tab enabled users to find the best spots to eat, drink and play based on the things you’re into at different moments throughout the day.

Coinciding with this new feature release, Google wanted to promote the vast array of results users can find within Google Maps on Digital OOH screens across New York City.

The Approach

Utilising first and third party data, as well as our own research – we were able to give seven territories within New York City its own audience demographic profile, allowing us to create accurate need states for each audience at any given time.

This data was then linked to real-time contextual data triggers, such as – location, time of day, day of week, weather and social / cultural events, creating a database of results ready to serve to digital screens with the right message, to the right audience at the right moment.

The Result

Over 1000 unique pieces of creative were generated and displayed across the whole of New York, helping the public to discover new locations or create inspiration just when they needed it most.

Creating one of the most personalised and contextually relevant Digital OOH campaigns to date, Introducing Explore went on to win a Silver OBIE Award and won the Entertainment Award at the MediaPost DOOH awards.