Saturn
The Product
MNI Digital.
The Challenge
Develop a custom localized online program to support Saturn's 158
individual dealer groups throughout the country. Give each retailer
group the opportunity to run on local media websites to enhance
brand affinity within the community and ensure that local promotions
are contained within the specific market. Brand Saturn independently
from GM, as the "local car company you can trust."
The MNI Solution
MNI manages this online campaign that is national in scale but local
in scope by leveraging geo-targeted national and local media
websites to support each independent retailer. The MNI Digital team
provides in-depth analysis and market plans, and provides the agency
with a single point of contact for all planning, buying, reporting,
optimization,
and billing.
The Results
2008 is the third consecutive year that MNI Digital has supported all
Saturn Tier II digital media. MNI simplifies the process of evaluating,
executing, and analyzing a localized, national campaign with as
many as 900 independent websites running at any given time. MNI's
local market expertise and streamlined local campaign management
system is the best in the industry in supporting large, logistically
complex digital campaigns such as Saturn.