Follow the Plan' is a data-driven out-of-home approach that displays a direct and specific route from each display in a pedestrian area to a data selected dream destination - including real time travel time and flight price.

Based on the location data of each display, Google Trends updates the region's most popular travel destination. Real-time transportation data (like from the carpooling service car2go) and Google Maps are used to show the route from the display to the dream destination and the time it takes to get there. The current flight price and the travel time are displayed down to the second.

Between November 2017 and February 2018, "Follow the Plan" was launched in 5 major cities across Europe and the US reaching more than 24 million people. More cities are planned for 2018.