The Story of Saab Campaign Expands on Facebook
Saab will choose a selection of the consumer-generated banners to run on an array of websites that could include AOL, MSN, the websites of The New York Times and Wired, among others, in late March.
The ad campaign was created by McCann Worldgroup Detroit's Team Saab for the U.S. market, which also has to create the global launch campaign for the brand’s new 9-4X model.
"Saab has an incredibly loyal owner and fan base. Over the past year we have heard from fans all over the world and they are so passionate about the cars they love. Who better to tell the Story of Saab than the people who make it what it is," said Nicole Jankowski, Saab Cars North America's Marketing Communications Manager.
“Saab fans are a very devoted and passionate group," said Jennifer Swantek, Vice President, Account Director, McCann Worldgroup Team Saab. "As we were working to relaunch the brand, we knew it would be important to find ways to leverage Saab's loyal fan base. People want to share their passion for the Saab brand. They just needed an outlet. Now, through Facebook, we can give our enthusiasts that voice."