The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago – Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers.
"Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base," Jankowski said. Print ads from the campaign debut this week in The Wall Street Journal, and will be followed by the first television flight starting on January 31. The campaign has a brand story, a product story and retail elements.
"It's a true, comprehensive re-launch of the brand, the cars and the company," Jankowski said. "And it's a long-term, brand building platform, with elements that will continue to evolve in the coming months." Online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page. In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.
"The Story of Saab" was created by McCann Worldgroup Detroit's Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company's next product, the 9-4X.
Source: Saab Cars North America - Press Release
SaabWorld picture of Saab Cars North America in Royal Oak, Michigan
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