Draft creates online and DM activity for Saab 9-5 Estate car

Saab is using direct mail and online activity to promote the saloon car performance of its 9-5 Estate as it tries to increase its share of the large-car market.

The pack, designed by Draft, arrives in an elongated silver envelope, which features a picture of the car. The car appears to have been ripped down the middle. The line straddling the two halves of the picture reads: "Why be torn between?"

Inside are two letters, one extolling the virtues of its estate size, the other highlighting its performance. The pack also contains a brochure, which is again divided into two pieces outlining the benefits under two headlines: performance and practicality.

Elliot Grace, the marketing communications manager at Saab GB, said: "The 9-5 Estate's key appeal lies in its saloon car performance from an estate car body. Departing from convention is a big part of the Saab brand, so it's appropriate that Draft has come up with some unusual creative to present the message."

The work was art directed by Darran Fry and written by John Taylor.

The pack is being sent out to 50,000 customers.

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