Saab's new global campaign truly global, creatively

Halliday, Jean
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p34
Trade Publication
This article reports on the success of the first global advertising campaign for Saab Automobile in February 1999. Saab asked owners around the world to define the brand as well as themselves. The findings revealed common owner psycho graphics. Saab owners are active, affluent and educated. They embrace technology, prefer educational television and shy away from conventional status symbols. The research also revealed owners saw brand's vehicles as dynamic, distinctively styled, high-performance and outstandingly safe.


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