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

agency.



Universal Interactive won the business in a straight pitch against

Klondike.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage