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Case Study
1.
Saturn Corporation: Saturn Relaunch campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1465-1472
After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

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Award-winning case study
2.
Saturn - Stingy is sexy
European Association of Communications Agencies, 2003
The objectives of this campaign were to increase awareness, develop the profile and increase turnover for this consumer electronics product being marketed marketed in Germany and Austria. The creative ...

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Paper
3.
Saturn: A Brand in the Driver's Seat
Steve Morrissey and Nigel Hollis, Advertising Research Foundation Workshops, Brands in the Fast Forward Future, April 1997
Launch campaign (1990) for Saturn, a new make of small car owned by General Motors. Brand was launched into a very competitive and oversupplied market. Pre-launch research identified the weaknesses in ...

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