I guess the marketing companies get more kudos than the car companies for stuff like this. But if Saab didn’t have the 9-3 SportCombi then they’d never have thought of the campaign (I hope).
DraftFCB won an Echo Award at the Direct Merketing Awards 06 for the Saab: Race Against Time ad campaign for the 9-3 SportCombi.
The campaign took two main forms – a website and a choose-your-own-adventure style book. The website is still up and running and I’ve got a copy of the book downstairs.
The mailing was no regular postcard or catalog, but a small paperback choose-your-own-adventure book called “The Race Against Time.” The book included chapters that let readers pick where they stop for gas. The wrong pump could leave a reader tied up in the back of the trunk.
The book was sent to customers and people who inquired about Saabs on the Web site at www.saab.com and in dealerships. The campaign had a 40 percent response rate. It was more than expected and had to be curbed. Since it is Saab’s policy to follow up every returned postcard with a phone call, the car manufacturer had to stop the mailing.
Now that is one innovative campaign and if the SportCombi’s been a success in the UK – and a record year last year followed by a near-record year this year would indicate that maybe it has – then maybe some more of this style of advertising has a place in Saab’s future.
Some wild animals and a 9-5 perhaps?