Brüngger Bachmann launches dialog campaign for Saab

 Brüngger Bachmann Dialog is promoting the new Saab 9-5 Turbo Edition with a multi-stage integrated dialog campaign. The features of the special model are dramatized by comparing a simple shell with a rather complex Hummer. First, a personalized teaser is sent out without a sender, showing a shell and asking the question: "Why settle for the simple when the special is tempting?" This merely announces that the mail will be delivered in the next few days. For the impatient, there is a link to the Saab 9-5 Turbo Edition landing page. The main mailing follows in an envelope printed with the shell to ensure recognition. Only now does Saab reveal itself. A letter welcomes the reader, a talon with the Hummer offers options for a test drive. As a bonus, three trips for two people to a Hummer safari in Sweden are raffled off. The brochure enclosed with the main mailing is intended to break up the dramatization. The front page presents the Hummer and the headline reads: "The difference is called equipment". When the brochure is unfolded, the richly equipped Saab Turbo Edition is revealed in full size.
The database is expanded for the campaign. The anonymous teaser is only sent to half of the defined mailing addresses. It is tested whether the mailing works better with or without the teaser. Follow-up telephone calls are made to gain insights for future campaigns.

Responsible at Saab Automobile Switzerland: Nathalie Busslinger (Advertising Manager), Mario Klaus (Marketing Manager) and Melanie Brunner (CRM/Internet).
Brüngger Bachmann Dialog: Remo Bachmann (CD), Manuela Eigenmann (AD), Jakob Schmid (text), Daniel Brüngger (concept/consulting), Liv Bianchet (consulting/realization), Peter Epple (production). Online: Eyemedia, Boris Manhart. Litho: Bjyld, Bruno Gossweiler.