When busy New Yorkers search for 'coffee nearby' on their phone, they see how far away coffee shops are. But here’s the thing: with so many locations in Manhattan, the closest Dunkin' Donuts doesn't mean the quickest cup of coffee.

What no one had considered before was: how long is the walk? How backed up is the kitchen? How long is the line right now?

New Yorkers searching for 'coffee nearby' were greeted by Dunkin' Donuts Time-to-Coffee, a service that combined two sets of real-time data: walk times to Dunkin' locations nearby and live wait times at each.

People saw the data overlaid on a Google Map, immediately identifying which location got them the quickest cup of coffee. We didn’t just point busy New Yorkers to the closest Dunkin’. We showed them exactly how long before they had coffee in hand.

A Google Map typically shows you how far a coffee shop is, but walk time isn’t the same as time to coffee in hand.

Time-To-Coffee helped people searching for coffee immediately identify which Dunkin’ location nearby got them the quickest cup.

The site, and search ads leading to it, were active in Midtown Manhattan for a week. A very special week. Advertising Week- when ad execs and marketers flock to New York city to hear the newest industry trends.

When they searched for coffee during the event, they saw firsthand the power of a brand creating experiences that met real search needs.

We set out to prove that mobile search ads didn’t have to be boring direct sales pitches, but could instead be the foundation for big creative ideas.

Time-to-Coffee targeted New Yorkers searching for coffee right now, and guided them to the Dunkin’ Donuts location that got them the quickest cup of coffee. No longer did a Google Map only show walk times to coffee shops nearby. Now, it showed the only time that really matters- time to coffee in-hand.

Our mobile search ads that drove to Time-to-Coffee achieved click-through rates that beat the average by 417%. Turns out, New Yorkers who want coffee, want coffee quickly.