Lowe Live kicks off a DM drive for Saab's 'turbo' anniversary

Lowe Live has created a direct mail and online campaign to back the

heritage of Saab's turbo-charged car range.

Saab introduced turbo-charging to the market in 1977 and the campaign

celebrates the 25th anniversary of this. The work includes a 50,000

direct mail push, an e-mail campaign and online advertising together

with a microsite focusing on the Saab 93 and the 25th anniversary.

The campaign offers incentives to customers to visit their local dealers

by offering three free years' servicing when buying a Saab 93 before 31

March. Online advertising will appear on sites including Autotrader, Top

Gear and Guardian Unlimited.

The creative introduces customers to Per Gillbrand, the Saab engineer

who first installed a turbo to the production line car and provides

details of the new turbo-charged range.

Parveen Batish, the general manager of integrated marketing at Saab GB,

said: "The 25-year anniversary of our introduction of turbo gives us a

great opportunity to remind people of Saab's attributes."

Roddy Kerr, the creative director at Lowe Live, said: "We celebrate

Saab's 25 years of turbo technology in a confident but understated body

of work."

The copywriter was Drew Forsyth and Billy Plummer was the art


Pat Fahy was the digital art director.


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