Before going public with their enterprise-size Premium offering, Google Analytics wanted to launch a pilot program with a select group of existing Google Adwords clients. We targeted 300 CMOs at companies in the travel and banking sectors. Our message was simple. Everything you love about Google Analytics just got greater. We delivered the message with a personalized box, (think pizza box size), containing a massively oversized storybook, fitting for our very big news. We used the greater than symbol (>) as a simple but visual way to communicate Premium’s benefits.
Matt Vander Weit