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McCANN Australia Truth Well Told

The Web and How to Make It Pop

New York Festivals | ADMA | AWARD

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Many mid-sized businesses in the Australian market are suspicious of the benefits of digital advertising. So how does Google reach decision makers in these companies, many of whom have only advertised through traditional media?


We took Google offline.

To demonstrate the possibilities of digital advertising to people who don’t believe in it, we took Google’s advertising solutions, and brought them to life with leading paper engineer Benja Harney.

‘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.

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 resulted in a 400% Return on Investment for Google.

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