Saab targets current owners with mailing through Draft

LONDON – Saab is targeting owners of its cars with direct marketing to emphasise recent improvements to its models.

Draft London has created a mailing that will go to 10,000 Saab owners in a bid to convince them to repurchase the marque.

The creative underlines the progress made over the past three years, with a focus on Saab's 9-3 Sport Saloon, a newly launched convertible and the revised 9-5.

Owners entering the period in which they are most likely to repurchase a car will be mailed a hardback book in a dark-blue box. The book cover carries the line: "The new Saab range. You may want to bookmark the pages you find the most interesting."

The inside of the book reveals 12 bookmarks, one for each of the double pages. Copy reads: "Your last car was a Saab. But times change. Things evolve. You move on. So here's to your next Saab."

Arthur Parhotam, the creative director of Draft London, said: "The pack is designed to remind Saab owners of the values they have brought into with the brand."

Elliot Grace, the marketing communications manager at Saab GB, said: "We wanted a piece of communication that would express the premium qualities of Saab, standing out without being brash."

The campaign was art directed by Carl Knapper and the copywriter was Kevin Mills.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).