The 9-2X offers an impressive and unusual mix of performance and function, with hatchback versatility, AWD handling and a potent turbo-charged engine, creating a practical car that drives like a sports car. Along with broadly targeted media, the campaign included distribution of postcards in nightclubs, restaurants and health clubs to capture the attention and imagination of young, urban fun-seekers who value distinctiveness and performance. This gave Saab an opportunity to reach an important but narrow segment otherwise impossible to reach within budget parameters.

The postcards first hit the streets in November 2004 and were on display until mid-January 2005. The Saab Dealer network loved the postcards for two reasons. First it supplemented the traditional launch and brought attention to the new offering in their showrooms. Second and even more important, it drew attention and interest from an entirely new segment of Saab buyer. Dealers requested additional copies of the postcards to use on a local level for direct mail pieces and promotions.