For Saab, we created an integrated campaign to further expand their “Born from Jets” branding platform. To do this, we created a series of point of sale items such as air sickness bags for use during test drives: “In case operating a Saab for the first time proves a bit too exciting.” We also created “ear popping spearmint” gum, jet-related bumper stickers, and everyday mission patches for new drivers (pilots) that rewarded things like“Dry Cleaning Duty.“ We then distributed all these items to the dealers and they were placed throughout the Saab showrooms.

The original “Born from Jets” campaign was launched in the fall of 2005. Throughout this last year, TV, print, radio and online efforts continued to reinforce this branding. The point of sale items were introduced around the dealerships later on in 2006, once the campaign took on a life of its own.