Archive for October, 2005
Posted on 21. Oct, 2005 by Ryan.
Saab Embraces Aircraft Heritage in new “Born From Jets” Ad Campaign
Detroit — Saab Cars USA reaches back to its unique aircraft roots as the foundation for a new advertising campaign created with Lowe New York. The all-new â€œBorn From Jetsâ€ campaign launches this month and supports the most aggressive product portfolio expansion in Saabâ€™s 58-year history as an automaker.
The fully integrated campaign comprises national broadcast and cable, national and regional print ads, regional radio, outdoor boards, point of sale, interactive, direct mail and nationwide promotional activities.
The objective of the â€œBorn From Jetsâ€ campaign is to raise awareness of the storied Swedish carmaker as a premium brand that offers aircraft-inspired design and performance. To that end, it will launch with a 30-hour â€œburstâ€ of media activity beginning on Oct. 23, 2005 that promises to deliver 75 million impressions in the all-important 25-54 age group.
Saab Cars USA general manager Jay Spenchian says Saab has genuine performance credentials, but that too few people are aware of this premium European brand. On top of that, Saab must set itself apart from other car makers that claim â€œperformanceâ€ as their brand promise. Spenchian says by reaching into Saabâ€™s history, his team arrived at a solution that addresses both issues.
â€œSaab is an acronym for â€˜Svenska Aeroplan Aktiebolaget,â€™ or Swedish Aircraft Company,â€ he said. â€œThe company began to build airplanes in 1937, and when it turned to cars ten years later, the spirit of the jets that Saab built at the time carried over in the vehiclesâ€™ design, performance, safety features and ergonomics.
â€œJets are inherently cool — they represent speed, control, safety, quality and reliability. Saab is the only car company that can claim such a heritage. Nobody else can say â€˜what our founding engineers knew about thrust and power inspired us to build a more exciting vehicleâ€™ or â€˜what they knew about keeping pilots alive inspired us to build a safer vehicle.â€™ This is unique to Saab and it really resonates with potential customers.â€
All versions of the â€œBorn From Jetsâ€ campaign will contain two lines of copy that recall the aircraft link: â€œSaab was founded by 16 aircraft engineers, and their spirit lives onâ€ and â€œWhen you used to build jets, you donâ€™t just build another vehicle.â€ The copy also contains proof points — for example, the fuel-efficient 250-hp V6 turbo in 9-3 Aero models or Displacement on Demand which increases the fuel efficiency of the V8-powered 9-7X SUV.
The TV spots are a high-energy combination of actual photography and the latest technology computer-generated imagery.
The first spot to air, â€œDelta Formation,â€ shows a fleet of Saab Gripen jet fighters performing aerobatic maneuvers over a desert. As the shot cuts to the ground, we see a speeding Saab 9-3, while back in the sky the jets make a delta formation. With highly orchestrated precision they fly over the Saab until, seen from high above, the 9-3 leads the tip of the formation.
The voiceover says, â€œSaab was founded by 16 aircraft engineers. Their spirit lives on.â€ As the 9-3 storms through a cloud of dust, two attendants flag it in with air crew paddles and the car pulls into a driveway. The voiceover continues, â€œWhen you used to build jets, you donâ€™t build just another car.â€
The tagline reads, â€œSaab. Born From Jets.â€ Different versions of this spot will feature each car in the 9-3 range — Convertible, Sport Sedan and SportCombi, an all-new 5-door version arriving in November 2005.
The second TV spot, titled â€œTransformer,â€ features the new 9-7X, Saabâ€™s first SUV. Additional spots are planned for early 2006 to launch new versions of Saabâ€™s flagship vehicles, the 9-5 Sedan and SportCombi.
“We are all proud of the â€˜Born From Jetsâ€™ campaign,â€ said Mark Wnek, chairman and chief creative officer of Lowe New York. â€œIt draws on a unique aspect of Saabâ€™s heritage to tell a compelling story and to increase peopleâ€™s awareness of this exciting premium brand.â€
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Born from Jets Media Plan (30-hour â€œburstâ€)
Sunday, Oct. 23
* 7:00 p.m. NBC Dateline
* 8:00 p.m. ABC Extreme Home Makeover
* 9:00 p.m. CBS Sunday Night Movie
* 10:00 p.m. NBC Crossing Jordan
Monday, Oct. 24
* 8:00 p.m. NBC Surface
* 9:00 p.m. ABC Monday Night Football
* NBC Las Vegas
* FOX Prison Break
* 10:00 p.m. NBC Medium
* Late CBS David Letterman
* NBC Tonight Show with Jay Leno
* ABC Jimmy Kimmel
* NBC Conan Oâ€™Brien
A&E, BBC, Biography, Bravo, Comedy Central, E!, Fine Living, Food Network, Fox News, MSNBC, National Geographic, TLC, Travel Channel
Conde Nast Traveler, Automobile, Autoweek, Car and Driver, Bon Appetit, Food and Wine, The New Yorker, Coastal Living, Elle DÃ©cor, Golf Digest, Golf for Women, National Geographic Adventure, Runnerâ€™s World, Ski
New York Times , USA Today, Wall Street Journal
Lowe Worldwide was founded in London in 1981, with a handful of people and the ambition to build a top global agency through producing effective, high quality creative advertising. Today, the group has earned an enviable reputation for building powerful brands for an outstanding roster of global clients which includes Unilever, Electrolux, Johnson & Johnson and Nestle. The agency has positioned itself as the â€œnext generation growth networkâ€ and capitalizes on the strength of individual â€œlighthouses,â€ empowering them to be the expert or leader in their market. www.loweworldwide.com
Saab is a division of General Motors Corp. Saab Cars USA is the importer and/or distributor of Saab 9-2X, 9-3, 9-5 and 9-7X automobiles for Saab Automobile AB, Sweden. For more information, please visit www.saabusa.com
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