The existing Saab 9-5 range had been largely unchanged since 1998 and the new generation wasn’t due until 2008. To prolong the model’s lifecycle until then, a much improved version of the current 9-5 was to be launched in late 2005. This new model was to include a more powerful engine option and a much more aggressive appearance across the range. The brief was to communicate these changes to prospective customers in an exciting and intriguing way.

DM, online and even answerphone messages came together in glorious harmony to produce a response rate of 7.3% - an outstanding result for the automotive market.

2005 was an all-time record year for Saab in the UK, and the ‘unleashed’ campaign played a very positive part in its success.