Google wanted to promote the new features available on Google Maps. Based on Google ratings and trend data, these new features encourage people to discover new things, wherever they are.
Using real-time data, this DOOH campaign was spread across different neighbourhoods around New York. The campaign messaging evolved based on the audience (location and time) and the moment (temperature and day), creating a message which was based on venue ratings & other 1st party data.
The dynamic Digital OOH campaign personalised Google’s campaign, making the public aware of new places, or even reminding residents to check places out that they may not have been to in a while.