This campaign originated when Google approached Goodby, Silverstein & Partners to help create compelling new content and creative uses for its new click-to-play video ad medium and technology. The technology and possibilities with Google were a great fit for Saturn to help launch its new car and drive traffic into their retail locations. Creative, new media and interactive came together to form this idea to solve a difficult business issue in a way never done before. Saturn is a very human kind of car company, and this project allowed us to create a personal experience to express that. Google's geo-targeting and click-to-play video ads allowed us to engage the audience in non-intrusive ways and deliver a highly relevant message-- people are taken from a high level brand experience right into the door of a retailer for a test drive.
By clicking on the initial banner, users trigger the launch of a special Google Earth application that zeroes in on the local dealership nearest them. The ad then transports visitors (virtually) to the dealership itself, launching a video in which the local Saturn manager introduces a brief Aura spot and interactive features like a 360° view of the car, an engine inspection and a printable map with directions.
The process involved capturing and seamlessly combining imagery from Google Earth, 3D renderings and motion graphics with live footage from each of 22 different Saturn locations filmed in six cities. In addition, 22 microsites were built and customized for each location. We leveraged Google Video Ads, Google Video, Google Maps, Google Earth and Google's Content Network of sites in an integrated experience. Creatively, the range of technology was actually liberating. Once we opened ourselves to it, we were able to find creative uses to weave them together purposefully."
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