Goodby Silverstein helped create a new medium and helped launch Saturn's newest car through an innovative experience that integrates together new technology from Google including their Click-to-Play Video Ads.
Visitors to automotive websites see an ad for Saturn's new AURA mid-sized sedan. When clicked the video begins to play and zooms down inside Google Earth all the way down to the city you live in down through the door of an actual Saturn dealership where the sales manager for that location then greets you and invites you to take a test drive of the new AURA car.
The ads are placed on sites all across Google's content network and use a new form of geographic targeting called Polygon Targeting, which allows you to draw out a section of a map and serve a specific ad to that specific area. We filmed 22 dealerships and created video experiences for each of them.
After people view the ad they can click through to a website for each of the dealers and learn more about the AURA, print out a map to their local dealer or arrange for the dealer to visit them for an at-home test drive.
The experience combines Google's content network, Click-to-Play Video Ads, Google Earth, Google Video and Google Maps to create a very personal, relevant and engaging form of communication that was both a high level brand effort and a localized retail traffic program.
The program plays off Saturn's new positioning "Like always, like never before" by connecting people in a new way to Saturn's long standing "no haggle no hassle" dealers.
