Making the map exciting: HERE marks the spot

HERE, an online mapping and location data provider in the US, launched a campaign to establish its role in the automotive technology industry.

Campaign details

Advertiser: HEREAgency: Cohn & Wolfe

Situation

Ever since the digital revolution of maps at the beginning of this millennium, Google has been edging its way into dominance as the King of Digital Cartography. The navigation unit of one of the most powerful companies in the world declared victory and banished alternatives from the landscape. Or did it?

HERE - Nokia's mapping business - wanted to challenge that assertion, but faced mountainous obstacles. To begin with, HERE's chief competitor is Google Maps, a firmly established media favorite and consumer standard for digital maps, particularly in the...

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