NEW MEDIA: Saab hands £1m brief to Universal Interactive

Saab has shifted its UK online media account, worth just over

£1m, out of St Luke's-owned new media agency Klondike and into

Universal Interactive.

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 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. 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.


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