Lowe Live produces integrated work for Saab's 9-5 vehicles

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

take off."



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

Fry.



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