"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.