Teens by new means
Wildly individualistic and mad on gadgets, teenagers and iGoogle have a lot in common. Except teenagers are not normally seen as a desirable commodity by the internet community.
Undeterred, Google asked us to promote iGoogle to this much-neglected audience. We knew where we'd find them. Facebook, Myspace and Bebo. So we targeted little ads that sat on these social networking platforms. They showed an iGoogle page pre-formatted for teens.
By promoting the sheer functionality of the gadgets, we stimulated their interest enough to try it. It worked. And because we optimised the life out of the campaign it didn't cost anyone very much either. Nang!
