As part of the campaign, we focused on encouraging people to exercise more by swapping driving for walking. We partnered with Australia’s navigation site ‘Where is’.Our idea: Hijack the directions section with a banner ad embedded in the directions – a world first.We were also able to personalise the message depending on the length of the trip.

65,004 people clicked on the Where is advertising to find our more information.Tracking shows 38% of those who saw the ads have made a change to their behaviour as a result.