Lowe Direct has created its first direct mail campaign for Saab GB
since it secretly picked up the car manufacturer’s direct marketing
account in August.
The agency’s win is thought to be the first stage of a move to rebrand
Saab globally using the Lowe Group. A full-scale review was rumoured to
be taking place earlier this summer. Saab’s direct marketing account was
then moved out of the Aspen Agency, which had handled it for eight
years.
Lowe Direct’s initial mailing, which will go out to 70,000 prospects
next week, aims to introduce drivers of competitors’ cars to the Saab
range, beginning with the 9-3 and the 9-5 series.
The mailings are being sent out to two groups: existing owners of
’premium cars’ such as BMW, Mercedes and Audi; and ’premium aspirers’,
such as owners of the higher-range Vauxhall Vectras and Ford Mondeos,
who have been identified as ready to move into the premium sector.
The pack - which contains individual brochures and an invitation to test
drive - was written by Guy Bolton and art directed by Billy Plummer.
Ian Taylor, the managing partner of Lowe Direct, said: ’To handle an
account such as Saab, you’ve got to be passionate about cars, and most
of us have a lot of experience in the field. Saab wanted a full-service
approach with proper planning, which we, together with Lowe
Howard-Spink, can provide.’
He continued: ’The Saab GB team has a very low head-count, so we will be
handling several elements of its marketing, including the internet
service, response handling and information handling.’
Davina West, the direct marketing manager for Saab GB, added: ’Selling
cars is a long-term project. For those planning to buy next week, the
imperative is to get them behind the wheel as soon as possible, whereas
for those planning to buy in two years’ time, we have longer to make
sure we are high on the shopping list when the time comes. This campaign
is aimed at both ends of the spectrum.’
Taylor said the most had to be made of the Saab database. ’The trick is
to identify certain attitudes and behaviours which set Saab drivers
apart. For instance, they like taking holidays off the beaten track and
they don’t mind speaking their minds.’
