Saab Versus Conventional Advertising
30 March 1999
Saab Versus Conventional Advertising
Global, Integrated Brand Campaign Positions Saab for the Future
NORCROSS, Ga., March 30 -- How do you significantly increase
awareness for a distinctive niche brand, differentiate it from competitors who
have more marketing dollars to spend -- and execute it successfully, with a
common theme, in 48 different markets around the world? Saab set out to meet
this challenge two years ago, as the company began intensive work to define a
long-term, consistent and global brand strategy that could be implemented in
every area of the operation, from technical product development and design, to
an all-inclusive integrated Marketing System.
Saab's objective was to create a seamless brand experience, equally
impactful wherever Saab's active owners and prospects lived and traveled.
"Our first step was to conduct extensive studies of the global premium car
market, both from a competitor and customer perspective," said Mikael
Eliasson, brand management and market area director, Saab Automobile AB. "We
soon discovered that customer psychographics were remarkably similar around
the world."
One significant result of the brand development process is an all-new Saab
brand campaign that not only delivers a universally understood message, but
one that is relevant, impactful and adaptable globally, nationally and
locally. The campaign debuts in the U.S. market on April 12, with a special
"sneak preview" billboard planned for Times Square, New York on March 29.
Saab vs. Conventional Wisdom
One of Saab's traditional strengths is its heritage of developing
insightful solutions that challenge conventional wisdom. This strength is the
backbone of the "vs" campaign. Each execution of the campaign blends powerful
imagery with a polarizing headline. The objective is to first intrigue the
reader or viewer, then deliver a targeted Saab product and brand message that
exemplifies Saab's philosophy of solving technology or design issues.
Every headline begins with the challenge "Saab vs." followed by an
unlikely theme, concept or institution. For example, one print ad features
the headline "Saab vs. Steroids." The supporting imagery of a massively
muscled statue, towering over a Saab 9-5 sedan, suggests: "Anabolic steroids
build muscle mass. More muscle increases strength. In car terms, this means
a bigger engine and more horsepower. But this is not the essence of a car's
acceleration. Torque is. It's the pulling power you need to move quickly.
Through turbocharging, the Saab 9-5's engine delivers maximum torque at low
and medium rpm, the range where most driving takes place. And, with less
weight, agility is enhanced. As is exhilaration."
Initial advertising will include themes that address "Saab vs.
Parenthood," "Saab vs. Russian Roulette," "Saab vs. Vivaldi," and "Saab vs.
Puritans." One of the first publicly shown campaign elements is a Times
Square billboard, headlined "Saab vs. Oxygen Bars." This execution focuses on
the Saab 9-3's inherent ability to infuse owners with all the natural oxygen
they require -- free of charge -- just by lowering the fully automated
convertible top.
The "vs" concept is fully integrated, and is part of Saab's global
Integrated Marketing System. The system is a comprehensively mapped out
program of marketing, and relationship building tools, ranging from sales
literature to customer CD-ROMs, retail environment, promotional and aftersales
components.
From Broadcast to Pointcast
Saab customers around the globe are active, affluent and very well-
educated individuals who avoid conventional status symbols or pretensions.
They have a sense of adventure, shy away from traditional luxury icons, and
are as confident in the selection of brands as they are in their chosen
lifestyle. They embrace technology, prefer educational television, love to
drive and travel, and demand substance, not fads. To reach out to these
customers, Saab's long-term media strategy has been significantly refined.
Beginning with the "vs" campaign, Saab will be concentrating media
spending on narrowly targeted, rather than mass market mediums. "We want to
own specific mediums already populated by prospective Saab customers," said
Kristi August Smith, national advertising manager, Saab Cars USA. "Instead of
a broadcast approach, where a large percentage of our marketing investment may
increase awareness, but not necessarily consideration, we are focusing on
narrowcasting -- even pointcasting. We want to get our message to those
prospective customers whose psychographic and demographic profile matches the
values our brand delivers." Saab will significantly increase media
allocations on the Internet, cable television, relationship marketing
programs, promotional initiatives and targeted print.
Consistency, Now and For the Future
The "vs" campaign is designed for the long-term. "Global consistency and
integration from product to customer communications is the fastest, most cost-
effective and impactful way for us to achieve the results we're aiming for,"
explains Eliasson. "Even more importantly, it allows us to deliver our
distinctive tonality, look and feel across all borders, a clear benefit to
Saab customers who respect the confidence and quality of our brand."
"Brand and product communications consistency is essential to Saab's
growth objectives in the U.S. market as well," explains John Orth, vp, sales
and marketing, Saab Cars USA, "especially as we continue to add exciting new
products, like the new Saab 9-5 Wagon and 9-3 Viggen. These cars, in addition
to bringing Saab loyalists into the showroom, are also attracting an entirely
new customer base to Saab, one that may know very little about our heritage,
our cars, and our culture. Offering these prospective buyers consistent,
clear and compelling messages is crucial.
"Vs" will serve as the common foundation for all Saab brand and product
communications for a minimum of three to five years. Eliasson indicates that
Saab will be among the leaders in the area of global brand consistency, if not
the benchmark.
Global Campaign, Global Team
The international structure of the creative team ensured that all concepts
reflected the needs of Saab's key European and North American markets.
Developed within Saab's global advertising network, Lowe & Partners Worldwide,
the campaign was spearheaded by co-creative directors Kerry Feuerman (vice
chairman, The Martin Agency, Saab Cars USA Inc.'s national agency) and Jari
Ullakko (partner and creative director, Lowe Brindefors, Saab Automobile AB's
Stockholm-based agency), and Andreas Rosenlew, worldwide account director
(senior partner, Lowe Brindefors, Stockholm).