Saab Cars Nth America takes ad campaign to next stage – and you’re invited

Back in January, Saab Cars North America launched a new marketing campaign called “The Story of Saab”.

httpvh://www.youtube.com/watch?v=aCK55wht8BQ

The campaign also included a number of print ads, which Saab shared on their Facebook page. We shared them here on Saabs United too, as they became available. They’ve been used in magazines and newspapers since then, with other ads appearing on billboards in major cities.

They’re now moving on to the next step. Here’s what they said back in January…..

Online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page. In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

And here’s what they’ve announced in a new press release, today:

‘The Story of Saab’ Goes Social on Facebook

  • Program enables Saab fans to create and star in their own web banners
  • Select consumer-generated web banners to be used for national campaign

ROYAL OAK, Mich., March 10, 2011 /PRNewswire/ — Saab Cars North America has debuted a social media effort within Facebook designed to tap into the passion and enthusiasm that Saab fans and owners, present and past, feel for the brand.

Through Saab’s Facebook page, fans can write and star in their own Saab web banners using a template that mirrors the look and feel of “The Story of Saab” online and print creative, post to their Facebook wall and share with friends. 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 first of its kind social media program is an extension of “The Story of Saab,” a multi-media, multi-faceted national advertising campaign, which debuted in the U.S. in late January.

“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.

Purchased by entrepreneur Victor Muller, CEO Spyker Cars N.V. in 2010, Saab is working to regain its place as an independent and viable automaker in the minds of potential consumers in the U.S.

“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.”

“The Story of Saab” was created by McCann Worldgroup Detroit’s Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company’s next product, the 9-4X. Team Saab also partnered with iWerk, a Royal Oak, Michigan based software development company, to create the Facebook technology.

Willing entrants to the competition will need to enter it through Saab’s Facebook page. It’ll be open to US residents only, so all you budding European or Asian designers will have to sit back and watch this time.

I made some ungracious remarks about some aspects of this competition that annoyed me. I’ve since had an opportunity to bring these issues up directly with the McCann team and consequently, feel it’s inappropriate to keep them on site.

I hope that as many of you US-based Saab nuts enter the competition as possible. It’d be great to see an SU reader with some of their work posted to the online masthead of the New York Times.

Tim O'Brien
Guest
Tim O'Brien
5 years 6 months ago

Swade

why don’t you ask the SU contributors if you can submit to face book on their behalf, then inundate them with all those excellent efforts.

J Fan
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J Fan
5 years 6 months ago
That’s a great idea, submit all 460 and you can add a ‘thanks for joining the party – better late than never’. But then, Australia has always been ahead in time, has it not? ๐Ÿ˜‰ If it’s any consolation SW, I’m pretty sure that this is being done because of what you did – as you’ve kind of suggested. Forget about the entrants, you’re the one making ‘Team Saab’s life pretty easy by supplying them with ideas – so you should be getting some acknowledgement, financial or otherwise. However, even if this doesn’t happen, the consolation is that if the… Read more »
montahue
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montahue
5 years 6 months ago

Damn suckers!

montahue
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montahue
5 years 6 months ago

That maybe sounded like i tried to be humorous but what i meant is that those responsible for this is sad suckers. The saab playfield is not big enough for this kind of selfish crap.

Jeff
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Jeff
5 years 6 months ago

As the dude who made the banner that’s sitting at the top of this page, I’ll be sending them about 20-30 entries ๐Ÿ˜‰

Jason Powell
Guest
5 years 6 months ago

Jeff,

Great work with the banner, love it.

Jeff
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Jeff
5 years 6 months ago

Already made a few. Very easy. Also very annoying, they’re missing my model year (1998-2003 Saab 9-3). Kinda annoying.

Also, they’re really boring. No customizability. Our contest was WAY better.

Jake
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Jake
5 years 6 months ago

I submitted 36 ads into the SU AdComp, and I’ll be submitting all 36 to Saab.

I’ve been waiting for this… And Saab, please, feel free to pay me! ๐Ÿ˜€

Jeff
Guest
Jeff
5 years 6 months ago

Sadly it’s not what you think Jake. All they want is you to pick a Saab, and write two lines about it (less than 27 characters a line). Be forewarned, don’t go over 20 characters- 27 doesn’t fit in their ad space. I’m hoping they plan to fix all the errors on the current contest.

Jake
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Jake
5 years 6 months ago

Ah, well…

I guess I’ll just have to do some hardcore editing this weekend…. ๐Ÿ™‚

Jake
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Jake
5 years 6 months ago

Looking bad, I actually have some acceptable one-liners that just need some cropping.

Time for some hardcore cropping, then!

Jason Powell
Guest
5 years 6 months ago

Swade,

I hope she just forgot to mention that Saabsunited had already done this and you should be proud and flattered that they are taking your idea and running with it. I know acknowledgement is a big thing though and to the people who matter (everyone on Saabsunited) we know where it came from and I think it was a bloody great idea.

Jason

J Fan
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J Fan
5 years 6 months ago

+1,000,000

74stingray
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74stingray
5 years 6 months ago

yes, I would have to agree and make it +1,000,001

Carl-Henrik
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Carl-Henrik
5 years 6 months ago

I’m with you on that.

And do remember that the SU ad-competition was a totally “unofficial” thing. So in that way of course the Saab community officially never had had that opportunity before.

Jake
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Jake
5 years 6 months ago

Can anyone lead me to a link to the actual competition, not just Saab’s Facebook page? I can’t seem to find a link…

Remdu67
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5 years 6 months ago
Remdu67
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Remdu67
5 years 6 months ago

oups… no… Sorry hi hi

Sam Y
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Sam Y
5 years 6 months ago

elementary question – how do submit the add to the link above, need to find the pictures
if Team SAAB is that goog why are they relying on the fans

sab
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sab
5 years 6 months ago

I hope they pay the winners for their submissions (that win) as after all it is people’s intellectual property being used for what seems free advertising. Call me sceptical but it sure is a nice way for the ad company to rake in money (from Saab) and not pay people for their ideas!

sab

jking
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jking
5 years 6 months ago

Well typical….pretty pathetic that the marketing geniuses for saab could say this and use Swade’s idea…..shame on Saab and their marketing which by the way is non existent on tv here in NJ. I will say again if it wasn’t for his effort Saab would be an after thought right now. They gave him a plaque and said thanks Steve! Not good enough in my eyes….if I ran Saab Steve would be working for Saab right now and driving a brand new 9-3x! Shame on Saab…VM and JAJ. Great job as usual Swade!

Sam Y
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Sam Y
5 years 6 months ago
a while back we heard that SAAB was busy getting back on track and they had no time to focus on advertising here in the us (backward thinking) so Swede devoted every minute for the ad campaign and we all know it was a success, why SAAB did not capitalize on it is beyond me, I really thought at that point VM will ask Swede to join his team – Shame on SAAB again I truly believe that if it wasnโ€™t for SU and the fans SAAB will not be where they are now (but Iโ€™m just a fan) They… Read more »
jimmy
Guest
5 years 6 months ago
Well, I just hijacked my 15 year old daughter’s fb and entered a banner — it’s a pretty lame thing, it’s hard to imagine a major ad agency issuing a press release for this –I mean someone actually paid for this? But there are some neat lines in some of the banners. Then I clicked my way to build your new Saab — I have not been there for a long time because it was so lame it made me sick. It’s better, but if I didn’t know anything about Saab and came across that page I would have to… Read more »
Jason Powell
Guest
5 years 6 months ago

Maybe this is a silly question, but why can’t this be a global thing or at least a North America thing? Our borders are so close yet we don’t get to participate….. I can’t even see it on facebook unless I just can’t find it…. As far as the Saab websites go, I too have been told very soon for a global refresh and as much as jimmy says “can’t be soon enough”, I’ll take it when it’s done.

Jason Powell
Guest
5 years 6 months ago

jimmy,
I’m not insulting by quoting you, I feel the same about “can’t be soon enough”, I’m just saying I’ll take it when it’s done because if you check saab.ca, in Canada we have nothing.

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