TO get an idea of what the new Saab 9-5 microsite is like, imagine David Attenborough stumbling through the ‘Blair Witch’ woods.
That may sound like an odd concept for a car website, but it’s a refreshing look at the way car manufacturers promote their models.
Saab’s new 9-5 advertising campaign is based on the tag-line ‘not all Swedish animals live in the forest’ and its website follows the same premise.
To get to it, rather than typing out the ridiculously long URL (http://www.saab.com/microsites/animalvision/GB/en/index2.shtml), go to saab.com, click on the Great Britain link and you will be faced with the headlights of the new 9-5.
Click ‘learn more’ to enter.The website opens with a loading screen which displays some animal eyes that morph into the headlights of a 9-5. Click ‘start’ for atmospheric noises and the horror film styling begins.
Most car manufacturer websites allow visitors to view its models from 360 degrees but none of them does it quite like this. Users take on the role of a Swedish forest animal, be it fox, eagle, moose or wolf – to roam around the car. Click on the 9-5 to view the interior of the car as a person.
Despite the site’s unique presentation, the navigation is at times unclear – there are no clear links of how to get around. The site would also have benefited from more information about the 9-5 – to find out more, users must venture out of the microsite to Saab’s main website.
We like: Atmospheric take on the new model mini-site
We don't like: Navigation wasn’t simple enough