Placebase had developed a pay-per-transaction mapping system called PushPin LE with basic functionality similar to Google Maps and advanced functions in-line with the most advanced mapping platforms. The company’s challenge was to compete against the free Google Maps with a paid product and to reach Web developers and others who did not traditionally see themselves as map users.
Through positioning and messaging workshops run by Digital Life Group, a story was developed that focused on commercial users needs and the shortcomings of Google Maps. A PR campaign was then designed and executed which resulted in positioning Placebase as the commercial alternative to Google Maps.
The company was so successful in attracting attention that is was acquired (published reports say) by Apple.