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

Indian stretchable time isn't a myth - it's a reality, and not one to be proud of. We are notorious for arriving late for just about everything - work, meetings, social events, weddings, even cricket matches - and the standard excuse is traffic. The concept of planning travel is alien, hence constant delays.