We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Brand needed to be revitalized, with introduction of new models and increased dealer contact. Saab had a small group of enthusiasts but was not well recognized outside that group, it had a lack of heritage and very little advertising. Using TV and some general and motoring press the brand was established as the only one with a manufacturer that had originally been an aircraft company. Spend was doubled. Results were a repositioning of the marquee in a distinctive way, image was improved, brand awareness increased as were market and volume sales. Campaign was key to the image change and so stimulated profit and sales increases