Melissa worked with digital out-of-home creative agency Grand Visual on a project for Google Maps.
Google wanted to promote new features available on Google Maps, which encourage people to discover new things, wherever they are, based on Google ratings and trend data. Melissa worked on trend research and insights to produce data on the newest and most exciting places to visit across NYC in categories such as health, wellness, beauty, food, entertainment and shopping, which was subsequently amalgamated with Google’s own analytics.
Using real-time data, this ‘digital out of home’ 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 unique message which was based on venue ratings and other first party data.
The dynamic digital OOH campaign personalised Google’s campaign, serving to make the public aware of new places, or to remind them to visit places in the neighbourhood.