The communication goal
Google Maps is available on all Android phones. While awareness is fairly high about the App, usage was still very low. Research showed that many users weren't aware of the real time traffic feature which was one of the known drivers for daily usage of the app. Also some of the other key features leading to increased usage including color coded traffic density markers and suggestions around alternate routes, had limited awareness and understanding.
The objective of our campaign was to convert intermittent users of Google Maps to frequent users, by creating awareness of the real time traffic (Live traffic updates) feature and help people be on time.
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.