Saab’s new ad campaign focuses on automaker’s ‘story’

Article by Christian Andrei, on February 1, 2011

"The Story of Saab” advertising campaign launched yesterday, incorporating the online ads that some of its Saab’s loyal followers have written. While the concept behind this movement is “independent thinking,” it is a way to let people know that Saab has returned and is here to stay.

It also seeks to make everyone aware of what the brand believes in and who it competes with. This was the statement of Nicole Jankowski, the manager of Saab Cars Marketing Communications of North America. Since its parent company tried to sell it almost a year ago, the Swedish manufacturer has not been heard of in the United States.

Spyker Cars N.V., led by its CEO Victor Muller, purchased Saab nearly a year ago. Now, Saab is recovering its place once again as an independent car manufacturer in the minds of consumers they want to target.

Jankowski further adds that Saab remains unique, delivering products that may not cater to a lot of people but are ground-breaking and are capable of reaching out to its truly loyal, dedicated owners and fans.

This week marked the launch of the print advertisements from the campaign on The Wall Street Journal. The first television appearance will follow, beginning on January 31. The campaign will include the story about the brand and its products as well as its retail elements. Jankowski said that it is a real, all-inclusive re-launch of the Saab brand, the company and its cars.

It is a long-term platform that aims to build the brand with elements that will continuously develop in the upcoming months. Social media will actively participate in this campaign. The television commercial will be shown for the first time on January 13 on Saab’s Facebook page.

FB followers will also be requested to share ads for the company, some of which may be used for online ads in the future. Team Saab of McCann Worldgroup Detroit came up with the “The Story of Saab” for the US market.

Team Saab is also responsible for making the worldwide launch campaign for the next product of the company, the 9-4X. Svenska Aeroplan Aktiebolaget or Saab is a Swedish Aircraft Company founded in 1937 as a manufacturer of aircrafts.

It presented its first prototype passenger car a decade after forming the Saab Car Division. In 1990, it created another company named Saab Automobile AB, co-owned by General Motors and Saab Scania Group. In 2000, it became exclusively owned by GM. In February 2010, Netherland’s Spyker Cars N.V., bought the company from GM as a business with independent operations.

Press Release

Saab Cars North America Announces New Ad Campaign Telling Company's Story

"The Story of Saab," a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans, kicked off yesterday.

According to Nicole Jankowski, Saab Cars North America's Marketing Communications Manager, "The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away – what we stand for and who we compete against."

The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago – Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers.

"Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base," Jankowski said.

Print ads from the campaign debut this week in The Wall Street Journal, and will be followed by the first television flight starting on January 31. The campaign has a brand story, a product story and retail elements.

"It's a true, comprehensive re-launch of the brand, the cars and the company," Jankowski said. "And it's a long-term, brand building platform, with elements that will continue to evolve in the coming months."

Online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page. In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

"The Story of Saab" was created by McCann Worldgroup Detroit's Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company's next product, the 9-4X.

About Saab Cars North America

Saab, or Svenska Aeroplan Aktiebolaget (Swedish Aircraft Company), was founded in 1937 as an aircraft manufacturer and revealed its first prototype passenger car 10 years later after the formation of the Saab Car Division. In 1990, Saab Automobile AB was created as a separate company, jointly owned by the Saab Scania Group and General Motors, and became a wholly-owned GM subsidiary in 2000. In February 2010, Spyker Cars N.V. of the Netherlands, acquired the company from GM as an independently-run business.

Saab cars reflect the brand's unique Scandinavian design ethic, which is fused with its aircraft engineering heritage. The company is a global premium car maker with a distinguished history of innovation. It is recognized for its pioneering role in turbocharging, as well as occupant safety and the introduction of flex-fuel technology through Saab BioPower. Saab Automobile AB currently employs approximately 3,800 staff in Sweden, where it operates world-class production and technical development facilities at its headquarters in Trollhattan, 70 km north of Gothenburg.

Topics: saab, advertising

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