Saab targets current owners with mailing through Draft

LONDON – Saab is targeting owners of its cars with direct marketing to emphasise recent improvements to its models.

Draft London has created a mailing that will go to 10,000 Saab owners in a bid to convince them to repurchase the marque.

The creative underlines the progress made over the past three years, with a focus on Saab's 9-3 Sport Saloon, a newly launched convertible and the revised 9-5.

Owners entering the period in which they are most likely to repurchase a car will be mailed a hardback book in a dark-blue box. The book cover carries the line: "The new Saab range. You may want to bookmark the pages you find the most interesting."

The inside of the book reveals 12 bookmarks, one for each of the double pages. Copy reads: "Your last car was a Saab. But times change. Things evolve. You move on. So here's to your next Saab."

Arthur Parhotam, the creative director of Draft London, said: "The pack is designed to remind Saab owners of the values they have brought into with the brand."

Elliot Grace, the marketing communications manager at Saab GB, said: "We wanted a piece of communication that would express the premium qualities of Saab, standing out without being brash."

The campaign was art directed by Carl Knapper and the copywriter was Kevin Mills.

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