Saab rolls out new campaign for the 9-3 Convertible's 20th

Saab has launched a fresh positioning for its 9-3 Convertible with an ad campaign to celebrate the model's 20th anniversary.

Agency Draft London came up with the concept of the 'iConvertible' to play on the car's status as a modern icon.

The new positioning and strapline, 'There is only one iConvertible', will be used by all of Saab's UK agencies, across all media.

The campaign incorporates a new iTV web site to support the brand's existing TV ads, a micro-site and rich-media ads.

The creative uses design icons like the Phillipe Starck lemon squeezer, the Fender Stratocaster and the Roberts Radio.

"The idea was to align the iConvertible with other design icons to really appeal to the target audience," said Merli Busch, digital account director at Draft.

The iTV activity enables viewers to click through to find out more about the 9-3 Convertible, order a brochure or book a test drive.

The dedicated microsite features the interior of a modernist house, with all of the various design icons arranged inside and the 9-3 Convertible visible through a window. When the user drags their mouse over the various items, text boxes appear explaining the history behind each one.

Rich-media ads placed across automotive and style sites, including GQ, CondeNast Traveller and Vogue, will drive traffic to the microsite.