Google Maps: '5 minutes ko 5 minutes banatey hain'

Google Maps, a web mapping service developed by Google, increased daily users in India by disrupting an entire day of radio shows to highlight the importance of its Estimated Time of Arrival feature.

The communication goal

Consumers turn to Google Maps in their moments of need - whether they're planning a big trip or just commuting to work. But how do you get those who only intermittently use Google Maps, or don't use it at all to become frequent users?

And this exactly was our challenge; to convert intermittent users of Google Maps to frequent users, drive the habit of checking Maps before the start of a journey, by increasing awareness and driving relevance of features such as Estimated Time of Arrival & growing our daily active user (DAU) base.

The situation analysis...

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