Magazine article Marketing

Saab to Mail Test driVe Offer

Magazine article Marketing

Saab to Mail Test driVe Offer

Article excerpt

Saab GB is launching a mailing campaign to drive sales of its 9-3 and 9-5 ranges.

The Swedish car manufacturer is using an extension of the 'Saab versus' television campaign through Lowe Lintas & Partners to offer a 24-hour test drive across it range. The work is through Lowe Direct, which was appointed 18 months ago. It replaced the Aspen Agency after a decision by Saab to appoint the Lowe Group worldwide.

The mailpack will reach 80,000 prospects and is backed by a 500,000 national inserts campaign.

The mailing plays on the idea that consumers will feel an emotional attachment toward the car after spending 24 hours with it. The front of the mailing consists of animage of a woman's face with a tear rolling down her cheek. The tear is, in fact, a Saab car, driving away.

Customers can request a test drive via a freephone number or Saab's web site ( The mailing also includes a datacapture section, which asks consumers for details of their last car purchase and the budget they have to spend on vehicles.

Parveen Batish, general manager of integrated marketing at Saab GB, claimed: "Saab has the competitive edge over other manufacturers on both performance and value. …

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