Saab Cars USA and Digitas Unite for Second e-Booklet to Support Launch of the Saab 9-2X
NORCROSS, Ga. & BOSTON--June 1, 2004--| First AWD Saab is Exclusive to North American market; Starting MSRP is $22,990, opening Saab to new demographic |
Saab Cars USA and Digitas, its interactive agency, today unveiled a 9-2X e-Booklet to support the launch of the 2005 Saab 9-2X--the company's first-ever all-wheel drive (AWD) vehicle which will be marketed exclusively in the U.S. and Canada. The first Saab 9-2X models are available at dealerships in the U.S. on June 1, 2004 and Canada July 1, 2004.
The Saab 9-2X e-Booklet follows the successful application of the e-Booklet for Saab's introduction of the 2004 Saab 9-3 Convertible. That e-Booklet, introduced in late 2003, won a Bronze Pencil Award--one of the world's most prestigious and coveted advertising awards-- at the international 2004 One Show Festival in New York earlier this month.
The e-Booklet--which will be distributed to more than 250 Saab dealerships in the U.S. and Canada and mailed to prospects who request a brochure--is integrated with the 9-2X print brochure in the form of a CD-ROM. It also will be available for high-speed download through the Digitas-designed Saab 9-2X microsite, http://9-2X.saabusa.com, which relaunches on June 1, and the Saab-i monthly e-mail newsletter for enthusiasts. A live chat about the new model is scheduled for June 24 on Edmunds.com with Debra Kelly-Ennis, President and COO of Saab Cars USA, and Saab brand managers.
The e-Booklet, a highly interactive digital marketing piece for the active brand, allows prospective buyers to interact with the car's utility--to explore its interior and exterior features and accessories, pack its trunk for several active lifestyle scenarios, simulate its all-wheel drive handling in a variety of road conditions, and even honk its horn. It also provides detailed spec information for both the Linear and Aero models of the 9-2X.
Like the new model, the e-Booklet is targeted to the population of active-lifestyle and technologically-savvy car buyers ages 21-34. This demographic--a group younger than the audience for Saab's popular, established 9-3 and 9-5 models--is particularly internet-savvy, live life and their brands actively, and utilize interactive media for research and purchase decisions.
"The new Saab 9-2X will enable us to attract new buyers into the Saab brand at a much earlier stage in their car buying experience," said Debra Kelly-Ennis, president and coo of Saab Cars USA, Inc. "This high-tech, very interactive form of exposing consumers to Saab for the first time provides the perfect first impression of the Saab brand and the new 9-2X."
"Saab is the ultimate brand of the active lifestyle and the e-Booklet is the ultimate experience to engage its target audience with the new 9-2X," said Rob Willms, president, Digitas Boston, and senior executive for the General Motors team at Digitas. "Active brands engage with the demands of their customers and prospective customers; this interactive experience literally puts those customers in the driver's seat."
About Saab Cars USA
Saab Cars USA, based in Norcross, GA, is the importer and distributor of Saab 9-2X, 9-3 and 9-5 automobiles, parts and accessories.
About Digitas
Digitas--the Adweek IQ Independent Agency of the Year--is among the world's 15 largest marketing services organizations and is recognized as a leading relationship marketing services firm. Digitas' unique combination of strategy consulting, technology consulting, and marketing agency services helps many of the world's leading companies attract, retain, and grow the most profitable customer relationships in their industries.
In business for 23 years, Digitas has long-term relationships with such clients as American Express, AOL, AT&T, Delta Air Lines, and General Motors. Digitas employs approximately 1,100 people and has offices in Boston, Chicago, London, New York, and San Francisco.