Saab

Saab's national radio creative is adapted for local markets to direct the consumer to the nearest dealer.

Saab

Reinforcing Saabs brand message with a call to action

Introduction

Saab competes in the luxury car market with BMW, Audi, Mercedes and Volvo. 16,000 Saab models were sold in the UK in 1999.

Advertising

Saabs main advertising objectives are to build brand awareness and positioning as a luxury brand amongst a core audience of ABC1 men 2554. The major focus of Saabs advertising has been press (both newspapers and magazines), outdoor and TV.

However over the last few years radio has been playing a more significant role than before and for the MAT to April 2000* accounted for 11%...

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