Grenadier

SOCIAL • DIGITAL • PRINT Ineos’ purpose is to further everyone’s understanding of the world through exploration. Google Street View does this, but they only go so far. The idea was to go beyond Google Street view's limitation to show the car’s off-road capabilities, We decided to plot new routes and create a type of treasure hunt, where people could win a Grenadier.

We launched the campaign by focussing on Africa where only 4% of roads are plotted.

We posted the GPS coordinates of each new route. These took you to a pin on Google Maps where the route started. You had to click along the newly plotted roads in Street View to spot the new Grenadier.

Once found, you had to get its coordinates and enter them at ineosgrenadier.com to win.

Along the routes there were pins which you could click on to view local wonders within Google Photos. Here, we also drip fed photos of the new Grenadier to pique followers' interest and keep them involved.

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