PAT BARON chief creative officer mccann australiacreativebaron@gmail.com

Taking Google’s message offline

Many businesses in the sizeable Australian mid-market still don’t use digital advertising. So how does Google reach decision makers in these companies, many of whom have only advertised through traditional media?

THE IDEA
Take the Google message offline. ‘The Web & How to Make it Pop’ introduced mid-market businesses to Google in a way never before seen and it made the online world feel simple, not impossible. To demonstrate the possibilities of digital advertising to people who don’t believe in it, we took the best parts about Google’s advertising solutions, and brought them to life with leading paper engineer Benja Harney.

RESULTS
People fell in love with the magic of the book with 20% of recipients booking an appointment with the Google sales team and 56% of respondents opting in to receive email marketing from Google, allowing them to be nurtured for a future appointment. This response rate has resulted in a 400% Return on Investment for Google.

 

 

Patrick Baron Google Pop Cover

 

Patrick Baron Google Pop Plane

 

Patrick Baron Google Pop Bike

 

Patrick Baron Google Pop Magic

 

Patrick Baron Google Pop Theatre

 

Patrick Baron Google Pop Letter

 

CREDITS
EXECUTIVE CREATIVE DIRECTOR   /   John Mescall
CREATIVE DIRECTOR   /   Patrick Baron
ART DIRECTOR   /   Scott Hall
COPYWRITER   /   John Mescall
GROUP ACCOUNT DIRECTOR   /   Adrian Mills
ACCOUNT DIRECTOR   /   Alec Hussain

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