SGM selects Draft FCB for Saab digital

It is believed that the pitch involved five agencies — two local and three international networks — although the client declined to reveal their identities.

“Many other automobile companies in China treat their website like a filing cabinet and have not fully utilised the interactive website as an important marketing platform,” explained DraftFCB Greater China chairman and chief executive officer Gary Tse.

“We will revamp Saab’s website fundamentally from the online marketing angle, not just offer a common technical solution but a cost effective marketing solution through online platform.”

Tse added the incumbent agency — an undisclosed local player — did not “treat the website as an important marketing medium.”

While Saab’s brand attributes of high-quality performance and simple design are well known internationally, the car remains a newcomer in China’s booming automotive marketplace.

Accordingly, said DraftFCB CRM, interactive and DM director Jason Cheng, the focus will be on educating consumers about the Saab offering.

“Online is a good interactive communication channel for existing and potential customers to experience the Saab brand,” said Cheng.

The car competes with the likes of BMW and Mercedes-Benz, brands that are considerably better known in China.

Cheng noted that a key differentiator would be Saab’s status as a “driver’s car”, compared to BMW and Mercedes, which are often chauffeur-driven on the mainland.

“The target audience are successful professional people, rather than ‘normal’ businessmen,” added Cheng.
While Saab entered the China market in 2002, sales were negligible until last year, when it struck a deal with SGM to import, market and sell the brand in the mainland.

The brand is now aiming to double sales year-on-year in China. SGM also manufactures Cadillac in China.