Top Story

Home >> Advertising >> Article

Is Google Map taking the right route with its recent campaign?

04-January-2018
Font Size   16
Is Google Map taking the right route with its recent campaign?

Google Maps recently launched the next phase of ad films for its #LookBeforeYouLeave campaign. The campaign went live on digital, social and OOH channels. The TVCs went live on December 11, followed by radio. The first leg of the campaign was launched in November 2016 that continued until January 2017. The second phase of the campaign ran between June and August of 2017 while the third phase of the #LookBeforeYouLeave campaign, comprising of two films, went live last month.

Ad review

The recent ad films titled ‘Pilot’ and ‘Varmala’ conceptualised by Lowe Lintas depict how Google Map can help you plan your daily travel to reach on time. The ad films on YouTube have fetched the brand 10 million and 8 million views respectively. Industry experts who spoke to exchange4media opine that the campaign doesn’t move the needle as expected. Shekhar Mhaskar, VP, Isobar India is of the opinion that while the campaign will provide more insightful data back to Google and does strike a chord, which in turn will help improve the services, the creative route lacks freshness. “The creative route is nothing fresh as such. It is a slice-of-life approach which in my opinion is not very strong,” he says. He maintains that Google doesn’t need to embark on a path of ad campaigns to promote its services. As everything that Google offers grows on people organically.


Nishant Radia, co-founder, and CMO, Vidooly voices that Google has always been trying to position itself as a local brand in the country since its launch; and with their recently launched campaigns on Maps again it proved how close the brand is to its users. “Both the commercials connects the dots to an urban audience, but something was missing for the rural audience. I think after Jio, most of the rural population have upgraded themselves in tech and this could be interesting if Google can connect them through some sort of stories through their next campaigns,” he echoes a similar sentiment as Mhaskar.


Radia makes a case for the transitions that the brand’s ad campaign game has witnessed over the past few years. ”Most of the commercials created before 2017 contains only the product specifications content, no context to these type of small problems which can be solved through Google maps as opposed to the recent one which creates an urge among Indian urban audience to look at maps before they leave for any purpose to avoid bad traffic on road,” he says. Mhaskar opens up on coming across Google map ads for the first time. ”Surprisingly, this is the very first time that I have really noticed Google Maps ads out there on the hoardings and in films,” he confesses.

 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities