Saab - "Saab Vs Letting Go"

Lowe Live London, Regno Unito

4002

Marca: Saab
Paese: Regno Unito

Cliente: Saab

Titolo	Saab Vs Letting Go
Agenzia	Lowe Live
Campagna	Saab Vs Letting Go
Cliente	Saab
Marca	Saab
Posted	Marzo 2001
Prodotto	24 Hour Test Drive
Settore	Auto Nuove
Slogan	Just Like Saab Itself
Filosofia	The idea is a simple one, based on the proposition "Once you have experienced 24 hours in a Saab you won't want to give it back". Visually we've demonstrated this with the image of a woman's tear substituted by a Saab to represent the car she misses so much. It's a clean, stunning execution of an idea, with a haunting soundtrack that appeals on both an aesthetic and emotional level. The production values of both the cinema commercial and the direct-mail pack (With electrostatic outer and deliberate lack of a letter) gave the work a premium feel appropriate for the market sector. The pack was successful it has since been reprinted three tumes and paved the way for the cinema execution.
Problema	Tracking had shwon that Saab advertising generated high awareness but corresponding trial levels were low. Whilst the number of people who decide to buy a Saab after experiencing one first hand is extremely high. So the pressure was on to produce something that would capture people's imagination and have them queuing up to take a 24 hour test drive.
Tipo di Media	Cinema
Creative Director	Roddy Kerr
Creative Director	Arthur Parshotam
Copywriter	Simon Watts
Art Director	Michael Jones
Photographer	Thomas Schupping
Director	Matthew Whiteman
Production Company Producer	Caroline Rowland
Production Company Producer	Neil Scott-Sills
Agency Producer	Natashka Coleman
Casa di Produzione	New Moon