Saab Cars USA and Digitas Unite for Second E-Booklet to Support Launch of the Saab 9-2X
Saab Cars USA and Digitas, its interactive agency, 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 now available at dealerships in the U.S. and in Canada July 1.The Saab 9-2X e-Booklet follows the 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 at the international 2004 One Show Festival in New York last 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/ and the Saab monthly e-mail newsletter for enthusiasts. Also, scheduled for June 24, a live chat on Edmunds.com with Debra Kelly-Ennis, President and COO of Saab Cars USA, and Saab brand managers.The e-Booklet, an 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 targets 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 and utilizes interactive media for research and purchase decisions.