The Story of Saab Ad Campaign Launched

The North American division of Saab seems to be meaning business, as it has announced a new multi-faceted national advertising campaign designed to raise brand awareness in the United States. Dubbed “The Story of Saab,” the campaign will include online ads written by the very Saab fans.

The ad campaign was created by McCann Worldgroup Detroit's Team Saab for the U.S. market, which also has to create the global launch campaign for the brand’s new 9-4X model.

As expected, online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page. In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

"The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away – what we stand for and who we compete against," Nicole Jankowski, Saab Cars North America's Marketing Communications Manager, said in a statement for the press.

Print ads from the campaign debut this week in The Wall Street Journal, and will be followed by the first television flight starting on January 31. The campaign has a brand story, a product story and retail elements.

"Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base," Jankowski added. "It's a true, comprehensive re-launch of the brand, the cars and the company. And it's a long-term, brand building platform, with elements that will continue to evolve in the coming months."