Saturn/Google: 250,000 Mile Test Drive

DESCRIPTION: (Courtesy of Creativity Magazine.) Goodby, Silverstein & Partners is test driving a new marketing model for Saturn's new sedan model?"and it's bringing in-banner video, geo-targeting and Google Earth along for the ride. The agency's multi-faceted campaign for the Saturn Aura starts out like a typical banner ad, but quickly evolves into a location-specific experience for web surfers living in the vicinity of 22 Saturn dealerships around the country. "Saturn is a very human kind of car company, and this opportunity allowed us to create a personal experience to express that," says Goodby communications strategist Hashem Bajwa. "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."