The “Change perspective” campaign retains the car manufacturer’s “Move your mind” strategy and strapline.
It will run in the car marque’s key markets in Europe, Asia and the US.
The campaign has been created by Lowe Brindfors in Stockholm and takes in television, direct marketing, retail, press, posters, event ID and motor trade events.
The TV ad is viewed through the designer’s eyes as he creates the new Saab 9-3X from the prototype to its final form.
During the process he is shown taking into account the environment, design, safety and what fuel will best power the car.
The latest marketing activity follows GM’s recent sale of Saab to the Koenigsegg Group
Annika Priou, Saab Automobile global marketing communications manager says: “The launch of the new Saab 9-3X coincides with an important time for Saab as we enter a new era.
“We wanted to remind people of what the Saab brand stands for and why our cars offer a different experience.”