Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Saturn Goes Local, Google Sits Shotgun

By Published on .

Saturn "Aura"
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
Most Popular
In this article: