Cannes Lions

SAAB RANGE

FISCH.MEIER.DIREKT, Zurich / GENERAL MOTORS / 2007

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Overview

Outcome

The targets set were achieved in terms of both quality and quantity: Fisch.Meier.Direkt produced an integrated communications campaign rationally providing a great deal of interesting information about the Saab brand and emotionally communicating the brand’s origins as an aircraft manufacturer. The various measures in the fields of both ATL and BTL communication in the "Pilots Wanted" campaign were drawn together so efficiently that the target of recruiting 1500 test drivers was achieved within three weeks.

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