Magazine article Marketing

Saab Launches Global Push to Restore Image

Magazine article Marketing

Saab Launches Global Push to Restore Image

Article excerpt

Rescued Swedish carmaker wants to let consumers know it is back as a brand.

Saab is investing in its first marketing campaign since being rescued in a buyout by luxury carmaker Spyker.

The Swedish marque is planning a multi-million-pound global marketing push for its forthcoming Saab 9-5 model. The campaign also aims to make consumers aware that Saab is continuing as a brand and uses the strapline 'Anything but ordinary'.

Created by Lowe Brindfors, Lowe's Swedish office, the marketing strategy has three main objectives, according to David Pugh, marketing and PR director for Saab.

The first is to highlight Saab's Swedish heritage, which, Pugh claims, will associate the marque in consumers' minds with style and good design.

A second strapline: 'So Swedish, so Saab' will be used in the campaign, while a Swedish elk, will also form part of the advertising creative.

Saab also wants to promote the power and efficiency of the Saab 9-5 using the company's background in aircraft design. …

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