CAMPAIGN DIRECT AWARDS 2002: Best International Campaign

Title: Pin Mailing
Agency: Lowe Live
Creative Directors: Arthur Parshotam; Roddy Kerr
Art Director: Darran Fry
Copywriter: John Taylor
Account Manager: Roy Capon
Client: Saab GB
General Manager, Integrated Marketing: Parveen Batish
Saab achieved a 5 per cent response rate in the UK alone for its pin
mailing campaign, which targeted 40-something professionals.
They were sent a map of Europe accompanied by a pin and informed that
wherever they spent the weekend, the new Saab could be relied on to get
them there and back.