When Saab Automobile’s parent company General Motors announced a 'strategic review of Saab’s operations' in December 2008, the company began a journey that would see 14 months of uncertainty; during which Saab faced collapsed deals, intense media pressure, the prospect of redundancies and potential closure. In order to keep Saab alive in the hearts and minds of its customers, employees and stakeholders, our communications team main objective was to sustain confidence and stamp out rumour whilst promoting Saab’s profit potential to interested investors. Working with a minimal budget, we prepared a targeted campaign that would provide accurate, regularly updated information and images to Saab’s global audience. This campaign focused on social media sites such as Twitter, Facebook and Youtube, official blogs and key enthusiast websites, whilst also actively working to enhance relationships with respected and influential media and industry leaders. By keeping communication honest, frequent, organised and focused, and making close allies of Saab’s online and media supporters, we were effective in our aim to maintain the belief that a solution would be found for Saab’s future, even during periods of turbulence. Saab was successfully sold to Dutch supercar manufacturer Spyker in February 2010.

• Increased online presence using Saab Newsroom, Facebook page, YouTube channel, Twitter feeds.

• Prototype cars sent on world tour.

• ‘Spy’ images released.

• Engaged Saab’s online supporters, concentrating on www.saabsunited.com. Behind the scenes access, exclusive images and strategic briefings ensured consistent coverage on saabsunited, capturing global hearts and minds, challenging the media agenda and organising demonstrations.

• Internal newsletters and Intranet refreshed regularly.• Face-to-face Q&A sessions with JAJ ensured employees received the same information together.

• Management briefing cards produced containing leadership tips.

• Employee address by Spyker within hours of final agreement.

• Online announcements distributed quickly, followed by traditional press conferences and web broadcasts.• Evolving key messages included bringing Saab home, innovation, global support, 3 new cars ready and Saab’s profit potential.

• Focus on relationships with objective global newswires, outlets, analysts and reporters.

• On and off the record briefings shaped stories globally.

- Saab secured independence on 23/02/10 - 6 million visits to Saab.com in 2009 - Over 200,000 visits to Saab.com on reorganisation day.

- 469,130 visits to Saab Newsroom from 170 countries since launch in May 2009.

- 24,098 fans on Saab Facebook page 1297 Twitter followers 435,327 views of Saab videos on YouTube channel.

- 5000 Saab drivers involved in convoys across 42 countries.

When the deal was signed, 49 global media outlets downloaded 122 assets (VNRs) Saab owners and fans united and committed to Saab’s success.Global media relationships enhanced.

Due to minimal budget, media monitoring consisted of BlogPulse, RSS, Google alerts and notification from employees and supporters online.

By being organised, honest and clearly communicating Saab’s values throughout the process, our communications team built a belief that Saab can have a bright future. With a new owner, engaged stakeholders, and three forthcoming product launches, the objective is complete.