Google Display Network (GDN) delivers the right ad, to the right person, at the right time, via Google’s sophisticated audience and contextual targeting technology supported by a very broad online reach – About 90% of the Japanese population. Going way beyond traditional banner ads, the technology brings ideas to life in a more engaging, relevant and effective way. Our mission was to attract and engage media planners and marketers and get them excited about GDN.

Saatchi & Saatchi Fallon determined that the best way to explain how it works was to make the actual technology part of the campaign. That way, “experiencing” can become “believing” as the target audience is given a real-time personal demonstration of how it works.

The campaign idea asks viewers to vote their selection within the actual banner space where they can also connect to see a video that is linked through YouTube, and a Scale banner that demonstrates how you can choose the target you want to reach.

For trade magazines, we utilized Google’s Japan map, communicating the bull’s-eye target placement via GDN.

The online and the print campaign elements lead to a “Watch This Space” landing page, inviting the target audience to experience GDN benefits for themselves by viewing exciting Japanese case studies that showcase the superb technology.