NEW YORK Digitas this week unveiled an e-booklet to support the launch of the 2004 Saab 9-3 convertible.
The e-booklet, which users can flip through on their computer desktops, aims to raise consumer awareness and consideration for the all-season, all-weather car, with the ultimate goal of driving test spins and sales.
The interactive brochure (ebooklet.saabusa.com) includes a video interview with Saab designer Michael Mauer; 360-degree interior and exterior tours; mini-demonstrations of features, such as the remote-controlled top; and shots of the car against scenery that comes to life with audio, animation and interaction.
Saab plans to e-mail those who have registered to receive more information, encouraging them to download the e-booklet on the Saab Web site. The automotive brand, a part of General Motors, will also mail mini-CDs to prospects in October.
In creating the e-booklet, Digitas said it hoped to break through the glut of automotive marketing, which over the past few years has expanded from TV and print ads to include Web sites, micro-sites and CD-ROMs. One of the Boston-based i-shop's main goals is to get people to interact with the vehicle before it hits dealerships in October.
The digital effort is in keeping with the Saab's branding campaign, which carries the theme, "The state of independence," from Lowe in New York.