Digitas launched an online advertising campaign to support the introduction of the new Saab 9-3 Sport Sedan. The objective was to generate excitement around the sporty new model and capture qualified test drive leads.

The campaign supported a sweepstakes in which Saab was giving away a new 9-3. The sweeps was used as a hook to drive people to a microsite to sign up. They then answered a couple of questions (in-market status, etc.), and could opt in for more information. For this Unicast Superstitial, we turned video of the new 9-3 into Flash. This allowed us to show the car in action in a larger format (vs. a streaming video ad, which is typically placed in a much smaller window). Ads ran primarily on automotive research sites (to reach an in-market audience), but also on auto enthusiast and lifestyle sites.

The Saab target audience is youthful, confident, independent, open minded, and thoroughly enjoys driving. The target for the new 9-3 is between the ages of 25-35, college-educated, has a household income of 75K+, and a male skew. It’s a little younger, slightly more male, and has a lower household income than the audience of previous 9-3 models.