Brüngger Bachmann Dialog dramatizes Saab properties
For Saab Switzerland, the Zurich-based agency Brüngger Bachmann Dialog developed a campaign that avoids placing the vehicles at the center of attention in the usual dominant way. Instead, the focus is on highlighting specific model features.
In the eyes of the Brüngger Bachmann Dialog agency, communication in the automotive industry in Switzerland is hardly any different, and consumers are not given a clear and differentiating image of the brand. The agency therefore developed a campaign for Saab Switzerland that avoids placing the vehicles at the center as usual. The focus is on the dramatization of specific model characteristics such as thrust, grip or biopower, which clearly differentiate the new model from other cars. The entire campaign underlines Saab's innovative strength, according to a press release from Brüngger Bachmann Dialog.
The subjects, which for the first time include advertisements with inserts, contain calls to action that are intended to lead to dialog. For example, the consumer is asked to arrange a test drive or order model literature.
The print subjects are accompanied online by landing pages and banner advertising. Mailings to interested parties and customers as well as activities at the POS support the new appearance.
The subjects, which for the first time include advertisements with inserts, contain calls to action that are intended to lead to dialog. For example, the consumer is asked to arrange a test drive or order model literature.
The print subjects are accompanied online by landing pages and banner advertising. Mailings to interested parties and customers as well as activities at the POS support the new appearance.
Responsible at Saab Switzerland:
Mario Klaus (Marketing Manager), Nathalie Busslinger (Advertising Manager). Responsible at Brüngger Bachmann Dialog: Remo Bachmann (CD), Martin Steiner (Strategic Planning), Manuela Eigenmann (Graphics), Mathias Zimmermann (Text), Liv Bianchet (Consulting).
