Saab has shifted its UK online media account, worth just over
£1m, out of St Luke's-owned new media agency Klondike and into
The move brings all the car manufacturer's media buying and planning
into the McCann-Erickson group. Universal McCann is its offline media
Universal Interactive won the business in a straight pitch against
The agency will work on all digital strategy and online media planning
and buying for Saab in the UK. This will include revamping Saab.co.uk to
offer more facilities to existing customers. It will also work on
digital marketing initiatives to support the launch of new models, as
well as customer retention and loyalty work. Saab.co.uk currently
enables users to locate dealers and book test drives but will expand its
offering next year.
"It makes sense for us to put all our media arrangements into one basket
so our marketing can be co-ordinated through the line," said Richard
Hennis, advertising manager at Saab GB. "Saab drivers are on the whole
pretty technology savvy and web-aware. It's just a matter of giving them
the right message at the right time."
Universal Interactive will work in conjunction with Saab's
below-the-line agency Lowe Live. The company's £10m above-the-line
account is with Lowe Lintas.
Saab's most recent through-the-line campaign, which ran until
mid-November, was for its 9-5 range. The campaign positioned the car as
an 'escape vehicle' for stressed-out executives. It had the strapline
'Turbo effect from the new Saab 9-5'. Cinema and press ads showed the
car trailing a rope. As the camera panned out the ad revealed a
para-sailer hitching a ride.