On Monday, Saturn launches a new Web-based advertising campaign for the Saturn Aura that provides potential customers a video introduction to personnel at their local retailer. With this campaign, for the first time the Internet delivers a localized welcome from a manager of a local Saturn store. As more customers are shopping and researching cars and trucks online, this campaign provides as much as possible a “personal” introduction to their nearest retailer.

“The new technology allows potential customers to visit their local Saturn retailer and see a video of that store’s general manager,” said Jill Lajdziak, Saturn general manager. “Essentially they know someone before they ever enter the store. Saturn always strives to bring the personal touch to our communications and this campaign allows us to further that approach.”

The campaign is running through Google’s click-to-play video ads on sites across Google’s network of content partners. The creative begins as Google Earth “flies” potential customers through the front door of their local retailer. Once inside, the general manager of the store greets them, and introduces a video on the Aura. The general manager then returns and invites potential owners to continue their experience by clicking a link to a Web site. From this location a guest can rotate the Aura, and links are provided to offer more detailed product information and directions to the retailer.

Google’s click-to-play video ads are user-initiated, provide accountability and measurability and can be targeted to thousands of sites across the Google Network. These ads are available through Google AdWords, Google’s search advertising program.

Goodby, Silverstein & Partners developed specific advertisements that leverage Google Earth and Google click-to-play video ads in order to deliver an introduction to a Web user’s local Saturn retailer. In 22 stores across six market areas, advertisements were recorded individually to provide the local information. The six markets are Buffalo, N.Y. ; Dallas ; Harrisburg, Pa. ; Indianapolis ; Las Vegas, and Raleigh, N.C.

Goodby, Silverstein & Partners developed the ads for Saturn.

For a demonstration, go to http://www.goodbysilverstein.com/saturngoogle. On Sept. 25, you can visit http://www.saturn.com/videocampaign for additional demos.

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