Goodby, Silverstein & Partners have teamed up with Google to create a rather interesting mash-up for their Saturn client.
New York Times reports on this new partnership, which is akin to MSN's custom- solutions initiative, i.e. allow agencies and a media publisher/vendor to create original ideas from a blank canvas.
What I like about it is the following:
- Invisible Technology
- Smart Targeting
- Innovative use of multiple assets such as Earth, Video/Click-to-play
- 3D modeling/viewing
Truthfully, it's not the best execution I've ever seen...a bit band-aided together (with some freaky privacy issues potentially), but it is a pretty good start in the right direction (after all, it's helped make Rich Silverstein 10 years younger - see below)
Here are some keeper quotes:
“Google wants to prove it’s an effective way to market,” Mr. (Rich) Silverstein said. “Saturn wants to sell Auras. And we want to show how we can tell good stories in a 21st-century way.
“The world doesn’t need another area to run a commercial; we’ve got plenty,” Mr. Silverstein said.
“I am so excited,” Mr. Silverstein, who is usually not given to hyperbole, said of the project. “I feel 10 years younger.”