Direct > Product/Service
TORN
DRAFT, London / SAAB / 2005
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
The Saab 9-5 Estate is quite an old car compared to competitor models such as the Mercedes E class and BMW 5 series. Our challenge was to maintain and grow market share until the launch of the new face-lifted 9-5 Estate in late 2005. Our target audience were those who were at the life-stage where they need the practicalities offered by an estate but still desired the sporty performance characteristics of a saloon.
CampaignDescription
The 9-5 drives like a sport saloon, yet fetches and carries whatever you care to throw at or in it, so we dramatised that duality by physically splitting the brochure in half. One half addressed the driver-centric front of the car and the other dwelled on the practical, estate qualities of the 9-5 model. To really push the point home each pack has its own letter, which suggests you shouldn’t restrict your choice of car to a model associated with that half of the brochure.
Outcome
Saab saw sales rise by 31% in the first seven months of the year, making it the fastest growing manufacturer in the British premium new car market segment. The success achieved with this campaign has contributed to a record year for Saab sales in the UK – an excellent 20,000 units.
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