Some years ago, a few of the characters created by the brilliant Barry Humphries were used to advertise Toyotas. You international types may not know the name Barry Humphries, but if I mention the name Dame Edna Everage then you might know who I’m talking about.
I’m not sure if this is the same thing, but Saab Netherlands have taken a novel approach to their release of the 2008 Saab 9-3. Jeroen sent me through some info on this release, this morning.
In his transvestite creation Margreet Dolman, Dutch comedian Paul Haenen is the new figurehead in the introduction campaign for the new 9-3. A couple of years ago Haenen had a popular tv-show as Margreet Dolman. Best known for his/her warm and in-depth interviews, a little provocative with a great sense of humour. You can compare her with Ruby Wax.
The campaign consists of virals and print. It will be an ‘in between campaign’. Saab Netherlands works on a new marketing communication strategy. There is a special website: http://www.nieuwesaab93.nl with a written introduction by her and the first of short clips in which she shows the car in her own way. The launch was at the Dappermarket in Amsterdam. Margreet appeared as an over-enthusiastic car saleswoman.
Jeroen’s thoughts seem to echo my own: I don’t know what to think about this campaign. I have an advertising agency myself and this is not what I would have advised. But it is far out of the ordinary so maybe it will work.