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Saab campaign to get back into the consumer's psyche

Saab GB has launched a multi-million pound national marketing campaign to raise consumer awareness of the brand and to promote its new flagship 9-5 saloon.

The multi-channel campaign will demonstrate the company’s Swedish heritage and Saab hopes it will provides a platform to re-establish the brand in the premium car sector.

Saab's sales fell off a cliff and its UK dealer network shrank to 71 when the carmaker went through bankruptcy protection last year before being sold by General Motors to Spyker Cars in February this year.

The advertising campaign is designed around three core pillars: So Swedish, So Powerful, So Aerodynamic.

The advertising campaign rolled out initially last month with a series of teaser TV and print ads, followed by a full-scale media execution over the coming months of TV, print, digital, outdoor and cinema.

A new 40-second TV ad,‘So Saab – The all new 9-5, Anything but ordinary’ runs for a period of 9 weeks across all major UK channels.

A print and digital campaign is also running across a broad spectrum of titles including national newspapers, weekly consumer magazines and monthly lifestyle and automotive magazines.

The August outdoor campaign features both static and video footage in high traffic locations around the UK, including Holland Park roundabout in London and The Wall in Liverpool.

A cinema campaign that showcases the 40-second TV ad before targeted upmarket movies starts late September and continues until early December.

Enquiries will be directed to a Saab 9-5 microsite where people can find out more about the model and book a test drive.

Andy Biernacki, Saab’s National Communications Manager, comments: “The 9-5 launch is the first for Saab under our new independent ownership and the advertising reinforces the unique DNA of the brand and our new flagship model.”

He continues, “The campaign has a classic Saab look and feel, very clean and Scandinavian with the global assets succinctly tailored for the UK audience.

"With innovative media and creative treatments, and of course a fantastic product, we’re confident the integrated campaign will place Saab firmly in the consideration set of premium car buyers.”


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