In order to create an emotional connection between Google Maps and its German users, we sought out hidden corners all over Germany with a view to giving users escape routes to green places. The idea was communicated via a microsite as well as on a mobile, on hyper-localised banners and on posters. With over 200 locations across Germany, we ensured every user had an escape route nearby that could be reached at any time.

The platform recognizes a persons exact position and, with one single click, led them with Google Maps to hidden green oases in the neighbourhood. On mobile devices the escape plan offered a large array of different discoveries which you could swipe through until you found the perfect match. With a localized out of home campaign we inspired people in the most built-up areas. The Urban Escape Plan platform was also placed directly into targeted banners. The banners detect the user’s location and allow one to discover one’s personal escape plan in the banner itself, without having to leave the page.

Blogs and newspapers all over Germany picked up on the initiative and got their readers thinking about escaping into the green and making the most of the warm weather. From massive national media down to small local newspapers and town newsletters - journalists and readers started sharing their favorite tips and secret green hideaways.

The initiative increased the website traffic by 1,3 million visits with each user spending an average of 59 seconds on the platform. The banners had an exceptional interaction rate of 11%. Positioning Google Maps as the ultimate navigation tool and companion to make the most out of the best time of the year - to get out of the grey and into the green.