Direct > Product/Service
MOTHER NATURE
DRAFT, London / SAAB / 2005
Overview
Credits
OVERVIEW
BriefExplanation
With nearly every competitive brand offering a convertible option to lure ‘al fresco’ drivers, the Saab 9-3 Convertible needed to reassert itself as being the one true soft-top for all seasons. The brief, therefore, was to get the 9-3 Convertible back to the top of people’s shopping lists and encourage test drives.
CampaignDescription
When Mother Nature has one of her violent mood swings, only the Saab 9-3 Convertible can really handle it. The imagery is inspired by nature. The copy captures that special feeling of convertible driving, whilst weaving in product features. Even the stock is recycled. Everything about the piece has an organic feel about it. In short, it’s a breath of fresh air on the whole convertible experience.
Outcome
‘Mother Nature’ generated sales of almost £4 million. The pack, and others like it, helped Saab reach its year-end sales target in 2004 – selling 25% more cars than in 2003.
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