Saab campaign returns brand to Swedish roots

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Saab Cars North America launched an integrated marketing campaign last week to promote its line of cars that will debut in US dealer showrooms next month. It is the first campaign for Saab since GM sold it to Spyker Cars in January and first overall effort since 2008.

The effort includes TV, print and banner ads, social media, and search and e-mail marketing. McCann Erickson's Birmingham, MI office partnered with Swedish ad agency Lowe Brindfors on the campaign.

The “Change Perspective” effort's goal is to return the brand to its Scandinavian roots. The campaign creative reflects this with images of snowy forests and moose.

“What we want to do now is to focus more on the global strategy,” said Parveen Batish, executive marketing director at Saab. “We feel that it resonates just as much with the US consumer as it does with anyone else in the world.”

The initiative's tagline is “Move Your Mind,” which Batish said is really a question to consumers. “We want people to question why they wouldn't consider Saab,” he said.

The effort targets “independently minded people who are confident in their own mindset in terms of the products that they want,” said Batish.

All campaign creative refers consumers to the Change Perspective microsite, which features a video and interactive buttons where visitors can find safety ratings, design and fuel efficiency information. Consumers can also sign up for a test drive at a local dealership or share the page though e-mail, Facebook or Twitter.

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