Saab Introduces 9-5 to British Customers
The advertising campaign rolled out initially last month with a series of teaser TV and print ads, followed by a full-scale media execution over the coming months of TV, print, digital, outdoor and cinema.
There is also a 40-second TV ad dubbed ‘So Saab – The all new 9-5, Anything but ordinary’ is scheduled to run for 9 weeks, with a cinema campaign to follow in late September and which will continue until early December.
The three campaign pillars are explained below:
- So Swedish – Positions Saab as leaders in style and design, environmental issues and safety concerns
- So Powerful – Reinforces Saab’s pioneering use of turbocharged engines to combine both power and economy
- So Aerodynamic – Emphasises Saab’s aircraft heritage and aerodynamic expertise to increase performance and reduce fuel consumption
“The 9-5 launch is the first for Saab under our new independent ownership and the advertising reinforces the unique DNA of the brand and our new flagship model,” Andy Biernacki, Saab’s National Communications Manager, stated for the press.
“The campaign has a classic Saab look and feel, very clean and Scandinavian with the global assets succinctly tailored for the UK audience,” continued Biernacki. “With innovative media and creative treatments, and of course a fantastic product, we’re confident the integrated campaign will place Saab firmly in the consideration set of premium car buyers.”