From Space to Saturn

Hashem Bajwa from Goodby, Silverstein & Partners tells me of a break-through campaign his shop just launched for the Saturn Aura.

In a first of it’s kind, the creative powerhouse teamed up with Google to create ads that use the, ahem, search engine’s Google Earth and Google Video platforms. As Hashem describes the campaign, which…

“…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.”

It sure it. I think products like Google are rightly poised to take over the ad world, but more importantly, I like the notion of getting Saturn store GM’s to “star” in the ads. The personalized nature of this campaign works perfectly with the place-based technology that Google offers. Kudoos to GS&P San Francisco for the amalgamation, and for the vision to pull it through.

Check out an example here. Read more here.


  1. Hashem has been making the rounds… I got the same email from him. Apparently Joe Jafee is the only one who found out about this the old school way, through the NY Times.

  2. Thank you for the thoughts and the post. Its a bit of an experiment for us and would love feedback and comments. Thanks!

  3. Hey, I’m just happy to be part of the conversation. Thanks for reaching out. Good ‘ole Jafee. I wonder if he ever sleeps.

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