Cannes Lions

SAAB

FISCH.MEIER.DIREKT, Zurich / GENERAL MOTORS / 2007

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

As Saab's origins are in aircraft manufacture, driving hours were converted on the spot into flying hours. All images and texts were based on aviation jargon, with the invitation positively smelling of aviation fuel. Participants were consistently referred to as "pilots" throughout all stages of the process.

Outcome

The integrated promotional campaign was a complete success. The two test-drive events were fully booked up within only three weeks. The goal if recruiting 1,500 test drivers was achieved.

Similar Campaigns

12 items

Mavericks

CARAT, Detroit

Mavericks

2019, GENERAL MOTORS

(opens in a new tab)