Cannes Lions

SAAB RANGE

DRAFTWORLDWIDE LONDON, London / SAAB / 2003

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Overview

Entries

Credits

Overview

Description

Saab were looking to collect email addresses for use in email marketing communications. Unusually the strategy to do this was that of a prize draw. It was vital therefore that the prize itself and the way it was communicated didn’t cheapen Saab’s premium positioning. The Saab Ice Experience fitted with Saab’s heritage and bought out the brand attribute of individuality. “Only Saab would bring me a prize draw like this”. Our audience were self- assured individuals in the higher income bracket and are either driving a premium car or aspiring to drive one.

They are daily users of the internet and would have visited a number of sites in their quest for the right car. This campaign ran solely on Guardian Unlimited because of the fit with the brand and the impression opportunities.Placement included: Dual branded buttons throughout the Guardian Unlimited site. Dual branded buttons, Banners and Pop ups on the Travel homepage. Guardian Unlimited microsite built by them. All contained links through to the Saab Ice Experience microsite and entry form9,543 Guardian Unlimited microsite views 6,772 click throughs to Saab Ice Experience microsite CTR – 70.96%6,247 competition entries 92.25% Conversion rate

Outcome

This campaign generated 250% target response. In addition, anecdotal feedback from the Saab dealer network indicated a large number of customers going direct to the showroom as a result of receiving the mailing. In line with response, conversion rates are running at 250% of the previous telemarketing conversion level.

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