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you say you want content? The radio spot says practically nothing. At least the site has some information on where the brand heritage came from. I admit the Flash intro copy isn't the strongest and it is lifted from the TV spot. (Original Flash copy was much better IMHO, but consistancy of message won out over creativity.) But the rest of the site has some decent content.
Regarding "the beef" Saab actually had to have an independent agency test a 9-3 Arc to prove it would "accelerate like a V8" before the lawyers would allow us to say it. And this wasn't one quick test, they had to run about 200 runs to validate the results. The unfortunate thing is that most consumers, even ones shopping for a new sport sedan, go blank whenever you mention statistics. They don't want numbers other than horsepower or lease payments. Every piece of research says that only the tiny minority care about these things. And yes, almost everyone on this site is in that minority, but we don't buy enough new cars to make an impact on the overall marketplace.
The other unfortunate thing is that in the U.S. liability is such a large issue that lawyers practically write the copy in automotive ads. You wouldn't believe how long it takes to get content like that on this little site approved. Of course, every claim made on the site has been watered down. That's what lawyers do. Take a look at the site and you won't see claims of Saab being first with headlight wipers or heated seats. You'll see that Saab was one of the first or something similar, because there is no definitive proof that Saab did these things first. Of course there isn't, because noone had time to do days or weeks of research to document this little fact. And at the time these things were developed, Saab was too busy coming up with cool features to be bothered with documentation of being first to market. So you end up with watered down claims that you hope convey the cool heritage that Saab has.
Sorry for the rant, but I needed to vent a little. I think the campaign is a step in the right direction and I think there are some cool facts contained in the site.
But the download times definitely need to be looked into. It doesn't look good to have the turbo guage move so slowly during loading. I'm guessing that bandwidth is limited by budget.
What do you think of the Arc & Vector Launch campaign site?
posted by 12.65.1...
, Thu, 22 May 2003 12:59:57
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