As suspected, Google Earth merely features as video footage inside the new Google Video ads for the Saturn car make, but it’s actually cleverly done. Google Earth in effect becomes a cheap special effects machine for the video ads, making it easy to churn out 22 different ads featuring different Saturn dealers, and then showing the one for the dealer nearest to the user, as determined by the IP address. That’s definitely something new.
Hashem Bajwa of Goodby, Silverstein & Partners, the ad agency that created the ads, wrote in with more info, below the fold.
I just wanted to share a pretty cool campaign we’ve created with Google for GM that you might find interesting. Uses Google in some cool new ways.
This campaign launches on Monday is created by Goodby, Silverstein & Partners for the new Saturn Aura. It provides potential customers with a video introduction to the manager of their nearest Saturn retailer. We developed specific advertisements in 22 stores across six market areas – Buffalo N.Y.; Dallas; Harrisburg, Pa.; Indianapolis; Las Vegas, Nev.; and Raleigh, N.C. – all recorded individually to provide the local information.
The campaign is created through a relationship with Google using their new click-to-play video ads on sites across Google’s network of content partners using geo targeting and Google Earth to create a very personal experience.
The agency made the Google click-to-play medium work for Saturn in a way that would be impossible with most traditional media — OR nontraditional media for that matter. The campaign showcases the best of all worlds: the visual engagement of television, the interactive abilities of the web and targeting so sophisticated that it makes possible the things that direct mail, mobile marketing and customer-relationship marketing only dream of. All this in a non-invasive way. Its an opt in world.
I just wanted to share to share how quickly things are changing and an example of how we’re helping make he change not just reacting to it!