Lowe Live has created a direct mail and online campaign to back the
heritage of Saab's turbo-charged car range.
Saab introduced turbo-charging to the market in 1977 and the campaign
celebrates the 25th anniversary of this. The work includes a 50,000
direct mail push, an e-mail campaign and online advertising together
with a microsite focusing on the Saab 93 and the 25th anniversary.
The campaign offers incentives to customers to visit their local dealers
by offering three free years' servicing when buying a Saab 93 before 31
March. Online advertising will appear on sites including Autotrader, Top
Gear and Guardian Unlimited.
The creative introduces customers to Per Gillbrand, the Saab engineer
who first installed a turbo to the production line car and provides
details of the new turbo-charged range.
Parveen Batish, the general manager of integrated marketing at Saab GB,
said: "The 25-year anniversary of our introduction of turbo gives us a
great opportunity to remind people of Saab's attributes."
Roddy Kerr, the creative director at Lowe Live, said: "We celebrate
Saab's 25 years of turbo technology in a confident but understated body
The copywriter was Drew Forsyth and Billy Plummer was the art
Pat Fahy was the digital art director.