Searching for the combination to the locked box on Google automatically led to the targets actively engaging with Google and experiencing at firsthand how AdWords works. Since actual experience of AdWords is the key factor in turning prospects into customers, the entire campaign hinged on whether recipients were intrigued enough by a stylish locked box to invest a few minutes of their time to obtain the combination. And did it work? 95% of the recipients searched for the combination and experienced AdWords firsthand, which is a pretty impressive result from one little box.

A new algorithm was developed for this campaign, allowing over 80,000 leads to be winnowed down to just 1,000 high potential prospects. The DM was sent to these select 1,000 and drew an astonishing response rate: 95% experienced AdWords, visited the key code microsite and unlocked the box. 51% also filled out a targeted online survey. In financial terms, Google achieved an unprecedented revenue increase of 90 times their campaign investment. And in relationship terms, Google was able to demonstrate the relevance of their AdWords product to almost all the target group in a warm, friendly, and very Japanese way.