Saab Great Britain and marketing agency Draft London are set for what the two companyÕs say is going to be the biggest UK online push in Saab's history.
The 9-3 Sports Saloon and Convertible, along with the 9-5 Saloon and Estate models will be supported by a series of online initiatives. A series of direct marketing pieces also will be mailed over the next few weeks.
Ò[Saab is] trying to reach out to people who have luxury cars or are looking to buy a luxury car and get some of them to see the quality of Saab and the reasonable price. Getting them in to [take a] test drive is the goal,Ó said Eric Edge, Draft spokesman.
The creative focuses on the attainability of the Saab line of cars. One rich media format uses dramatic shots of each model alongside the line: "We build cars of such grace, power, poise and beauty. Now look at this and tell yourself you can't afford one." Viewers can roll over the model names with the cursor to view prices and finance offers.
The campaign is to run across the third quarter of 2004. However, at press time, the exact length of the campaign was not known. The campaign budget was not disclosed.
"The audience we're communicating with has a high propensity to go online for information, which is the primary motivation for our focus on this type of media,Ó Jeremy Brook, digital spokesman at Draft London, said in a statement. ÒAround half of leads come from online inquiries and around 60% of new car buyers search for brand information online Ñ so it's a trend we're following closely."
