We wanted all the items to be playful and interactive, to really engage the consumer on site. To do this we created air sickness bags for use during test drives “In case operating a Saab for the first time proves a bit too exciting,” we also created “ear popping spearmint” gum, jet-related bumper stickers, and everyday mission patches for new drivers (pilots) that rewarded things like “Dry Cleaning Duty.“

December 2006 sales were the highest yet for Saab and January’s sales were up 110%. We also received an overwhelmingly positive response from the dealers themselves saying how the items helped them more easily interact with their customers.