As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.
If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.
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."
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