Lowe Live has created a campaign to reignite interest among
potential customers in the Saab brand.
Saab has a database of prospective customers that have not been in touch
with Saab or recently bought a car. A mailing to 30,000 of these
customers will go out in a bid to drive sales.
The mailing, which is called "tomorrow redefined", features Saab's
vision of the future of car design. It includes a special edition of
Saabworld, Saab's customer magazine alongside information of new
developments at Saab, including the launch of the 9-5 model.
The mailing uses the "tomorrow redefined" line in an attempt to build
sales but also to tempt customers into divulging personal data. The
mailshot includes a questionnaire that asks for details in return for
entry to a competition to win a four-day trip to the Arctic Circle.
Drivers are also given the option of calling a Saab customer service
line to request information on Saab vehicles or request a test
drive.
Jane Chapman, Saab GB's direct marketing manager, said: "This campaign
is targeting people we have not spoken to for six months or more. So
much has happened at Saab in that time."
The campaign was art directed by Billy Plummer. The copywriter was Drew
Forsyth.
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