We created "Are we there yet?", an app that connects itself with Waze or Google Maps to discover the estimated lenght of the travel and generate content that could keep them entertained for the whole trip.

The content is always tailor made for every trip, even if the travel lenght gets shorter or longer: as the app checks data from Waze in real time, it's able to change the content in real time as well.

Content had to be redesigned to work on a modular timeline: "Are we there yet?" is able to take and insert clips of content to create a story that makes sense and is educative and fun for the little ones.

Data was a fundamental tool for this idea: it's the only way we have to determine the lenght of the modular content we need to offer to kids. "Are we there yet?" is able to enhance the storytelling of its content, integrating this data with its own process of selecting clips to generate a better, more engaging and tailor made content.

The opening and the ending are always the same: what changes is the content in between than, that is always different and still makes sense as a story.

With "Are we there yet?" app, we were able to transform the way kids consume content on the car, while also relieving parents from the annoying job of finding the perfect content for a car travel. And we were able to make all this just by gathering GPS data and transforming it in a content that kids are willing to watch.

Nat Geo's "Are we there yet?" is the first of a series of apps that will be launched by the brand to diversify the way or content is consumed by kids.

"Are we there yet?" is an app that uses data generated by GPS apps (such as Waze and Google Maps) to deliver personalized content for our consumers.

Data is a fundamental piece of this idea, as it is the enabler that makes possible to make a content that has the exactly same lenght of a car travel.

This is a entirely new way of storytelling, designed to keep kids entertained and engaged for the entire time they're on the backseat of a car - the same time window that parents aren't able to give them much attention.

The strategy was to gather data with two different ways: the app is able connect itself with Waze or Google Maps in another device through Facebook Connect, or it can use the apps installed on the same device to discover the amount of content it needs to create.

Data is checked in real time, as any variation can trigger a modification on content, that is generated on the go.

Although the app is targeted on kids, it's also a welcome ally for parents - which are the real "shoppers" of the product.

Nowadays, kids consume more content on tablet than on tv. Because of this, National Geographic wanted to create a new way for kids to consume Nat Geo Kids' content on mobile. However, in a category with such a strong competition, we needed to find a different way to capture our consumers' attention. Our insight was to approach an unexplored time of the day: car travels.

When traveling by car, parents aren't able to give their full attention to their kids - making tablets an ally to keep children entertained for the trip. However, content never has the precise lenght: it ends in the middle of the trip making kids bored again or the travel ends before the conclusion, making kids frustrated.

Our objective was to find a way to determine the lenght of the car travel and give kids content with precisely the same duration to keep them engaged.