Saab is different - and advertises differently
Auto Brüngger Bachmann Dialog is running an unusual ad campaign for Saab. Instead of showcasing the car models on posters or in ads, the advertising agency is highlighting three features that clearly set the brand apart from the competition.
Auto Brüngger Bachmann Dialog does unusual advertising for Saab.
The Swedish car manufacturer Saab stands for sportiness and performance combined with environmentally friendly bioethanol. To communicate these values to Swiss customers, Saab is currently launching a campaign that is rather atypical for a car manufacturer. Instead of using posters or advertisements to showcase the car models, the advertising agency Brüngger Bachmann Dialog is playing with three model features that clearly distinguish Saab from the competition. Example: Biopower technology. The campaign subject shows gas cans in a row. In the middle is a tree stump. The claim "The difference is Biopower" thus underlines Saab's innovative strength. The new subjects, which for the first time also feature advertisements with stickers, also have a call to action that is intended to lead to dialog. Consumers can arrange a test drive or order model literature. The print ads are accompanied online by landing pages and banner advertising. Mailings to interested parties and customers as well as activities at the POS are also intended to support the new appearance.
Christian Lüscher
