Saab launches first campaign since split from GM

Saab is launching its first marketing activity since its split from General Motors to promote its new 9-3X model.

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.”


Customer endorsements raise brand value

Marketing Week

Research conducted by Opinium Research for customer feedback site Feefo has found that nearly a third of consumers would not purchase from the website of an unknown company or brand, and over half are more likely to buy from websites carrying independent product and service reviews from past customers.


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