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Slightly o/t... Saab's ad campaign- what is it? Posted by Andrew [Email] (#1013) [Profile/Gallery] (more from Andrew) on Wed, 3 Jan 2001 02:17:08 In Reply to: What's the story with Saab's January calender?!, Nathan Work, Tue, 2 Jan 2001 13:19:16 Members do not see ads below this line. - Help Keep This Site Online - Signup |
The worst possible thing for a high budget ad campaign is when the primary target doesn't understand or remember the ads. I know that Saab does the "versus thang," but I don't think they have a real slogan any more. "Find Your Own Road" was pretty dumb, but at least I remembered it. In Europe, Saab used to use the "Beyond the Conventional" slogan, which certainly appealed to intelligent buyers (the majority of Saab owners), but it gave the cars a snobbish image.
Anyways, wake up Saab! Your ad campaign is silly. Granted, the pictures are great, and it's not a bad idea, but the overall point is just silly. I think that Jeep, VW, Ford (Focus) and BMW are doing a great job promoting their cars. And I really like Lexus' "Relentless Pursuit of Perfection" slogan- although their ads are kinda dumb. BMW stresses the performance of their cars, which is EXACTLY what Saab should be doing. These are performance cars designed for upscale, trendy (but not brand-conscious), intelligent and youthful buyers. Slightly different than BMW, but the perfomance aspect is there.
Thanks for reading my rants
Andrew
9-3SE
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