Our Work
Google Maps
Live Traffic Status on a Billboard
First ever Digital Innovation on a traditional non-digital Billboard
The Google Maps team rolled out the #LookBeforeYouLeave campaign to remind commuters to check Google Maps’ real-time traffic updates on their phones before hitting the road.
Objective:
To increase downloads and usage of Google Maps mobile app through an extensive tech-based innovative out-of-home campaign
Creative Solution:
The creative route for developing the outdoor visuals were in sync with Google's 360 campaign. However, the same had to be tweaked to suit the implementation of the planned innovation. The billboards were identified at high traffic spots along the busy arterial routes of Mumbai and Pune. And from the very spot of the billboard, going the same direction on the same road, one most common destination ahead had been identified, which could also be reached through an alternate route. The entire map section was blown up and printed on the flex atop which the LED modules were subsequently installed. A customised software program was designed to automatically replicate the online Google map traffic status data exactly the same way onto a billboard with the exact same colour coding as seen on the app. The entire route length between the two pre-set destinations, Point A to point 8 was installed with specially ordered LED rope light modules. Wifi connectivity was established on each billboard with custom-made connected devices that could be controlled and monitored remotely from a central server system. These devices received the data commands remotely 24/7 and synchronised the illumination of the LED modules accordingly. The traffic data was designed to be refreshed every 5 minutes and as per the traffic conditions at that point in time, the illumination changed accordingly. In short Google map traffic update was made live almost real time on a billboard with few clever manoeuvring Considering the weather conditions extra precautions were taken to ensure complete waterproofing and safe electrical connections too. Moreover an additional mobile phone application was made with an easy user interface with which any malfunction of any part of the LED modules could be monitored online so that appropriate corrective measures could be initiated immediately. The app also sent out alarms in case of any such malfunctions to designated operations personnel and also the account.