Saab launches global push to restore image

Saab is investing in its first marketing campaign since being rescued in a buyout by luxury carmaker Spyker.

Saab: using the elk, the emblem of Sweden, in its ads
Saab: using the elk, the emblem of Sweden, in its ads

The Swedish marque is planning a multimillion-pound global marketing push for its forthcoming Saab 9-5 model. The campaign also aims to make consumers aware that Saab is continuing as a brand and uses the strapline ‘Anything but ordinary’.

Created by Lowe Brindfors, Lowe’s Swedish office, the marketing strategy has three main objectives, according to David Pugh, marketing and PR director for Saab.

The first is to highlight Saab’s Swedish heritage, which, Pugh claims, will associate the marque in consumers’ minds with style and good design.

A second strapline: ‘So Swedish, so Saab’ will be used in the campaign, while a Swedish elk, will also form part of the advertising creative.

Saab also wants to promote the power and efficiency of the Saab 9-5 using the company’s background in aircraft design.
‘We’re promoting our new flagship Saab and at the same time saying: we’re back in business,’ said Pugh.

The campaign will run across TV, outdoor, print, digital and direct. Idents on Sky go live this week, while the TV activity will be rolled out from tomorrow (Thursday), when the Saab 9-5 model will go on sale in UK dealerships.

Saab is using Birmingham-based McCann Erickson Communications House to localise the campaign for the UK.
The marketing activity is the first by Saab since Dutch company Spyker saved the brand from the scrapheap. It paid just $74m in cash to GM for the carmaker in January this year.

Sales of Saab in the UK fell 53% last year, as the marque failed to benefit from the government’s scrappage scheme.


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