Lowe Live has developed an integrated campaign for the launch of
the new Saab 9-5 range of cars, which is designed to get more active
consumers to test-drive and consider buying one.
The campaign has a two-tier approach - it will kick off with teaser
direct mailings and online ads, followed by more direct marketing and a
fulfilment pack that will follow the launch. Two executions will be
rolled out, one for a specific model and one for the entire range.
The mailing, which targets existing Saab drivers and potential new
owners, features a map and pin to demonstrate the car's suitability for
people with an active lifestyle and impulsive attitude who want to get
up and travel spontaneously. The copy reads: "Where to now? Get ready to
Roddy Kerr, Lowe Live's creative director, said: "People want a car that
complements the many facets of their lives, providing both sanctuary and
exhilaration. We wanted to illustrate the excitement of the new Saab 9-5
and we've pinned this on the concept of having the ability to be
spontaneous with your weekend."
The campaign was written by John Taylor and the art director was Darran