August 05, 2009 | Google and Outdoor

Google These Billboards


When the online search provider Google wanted to push its Enterprise software to business leaders, the company chose outdoor advertising.

By buying billboards along well traveled routes in four cities (the Massachusetts Turnpike in Boston, MA; the Eisenhower Expressway in Chicago, IL; the West Side Highway in New York City, NY; and U.S. 101 in San Francisco, CA), Google is making sure it reaches as many people in its target audience as possible.

As reported in Mediaweek, the campaign focuses on the internal monologue of a business professional who is frustrated with other, more expensive software offerings. Over the course of a month, commuters will see the fictitious businessperson come to an epiphany and switch to Enterprise.

The campaign is accomplished through daily vinyl copy changes. Workers change the copy between 6:30 and 7:30 am, guaranteeing the next installment is ready for that day’s commute.
It’s not the first time Google has gone outdoor. The company has used bus ads and poster size billboards in the past to raise awareness of new offerings. This is, however, most likely the highest impact campaign from the search giant yet.

The campaign generated massive media attention, with coverage in major newspapers (such as the Boston Globe) and in the trade press (in publications such as PC World).

It serves as an excellent example of outdoor advertising being the premiere way to reach busy commuters, and make a splash doing it.