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

Comments are closed.

RSS TED
  • Creative ways to get kids to thrive in school | Olympia Della Flora
    To get young kids to thrive in school, we need to do more than teach them how to read and write -- we need to teach them how to manage their emotions, says educator Olympia Della Flora. In this practical talk, she shares creative tactics she used to help struggling, sometimes disruptive students -- things […]
RSS Campaign Brief
RSS Fast Company
  • Indoor farms full of dandelions could be our future source of rubber
    Rubber plantations are a major source of deforestation, but there’s another place to get the material: inside a dandelion’s roots. Now scientists are engineering the weed to grow in indoor farms–and with as much latex as possible. Inside a lab at an Ohio State University research center, scientists are genetically engineering a dandelion that could […]