Saab Cars North America Launches New Advertising Campaign: Changing Perspectives

Press release from the US with several bits of news. Notable for we Aussies is the move of former Saab Australia chief Parveen Batish to the US.

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ROYAL OAK, Mich., June 28 /PRNewswire/ —

* Saab returns to television as a newly independent company
* Ads celebrate Saab’s Scandinavian roots, feature “Move Your Mind” tagline
* Ads to span television, radio, print and online
* Saab introduces four new products in 12 months

Saab Cars North America is announcing its plans for an aggressive advertising blitz. Focused on Saab’s heritage, clean design and efficient performance, the “Change Perspective” campaign celebrates Saab’s return to its Scandinavian roots.

Television, radio, print and online advertising will feature the “Move Your Mind” tagline and help drive sales for the new generation of Saabs in the United States, including the all-new Saab 9-5 coming to dealer showrooms mid-July.

“The ‘Move Your Mind’ campaign concept fits perfectly with the Saab audience,” says Parveen Batish, Saab’s Executive Marketing Director. “Our customers want the quality and performance that come with a premium brand, but they don’t want the pretense associated with some of the established premium brands.”

The Birmingham, Mich., office of advertising agency McCann Erickson partnered with Sweden’s Lowe Brindfors on the advertising.

The television ad, Saab’s first since late 2008, will air during premiere episodes of Bravo’s “Work of Art” and The History Channel’s hit show “Top Shot.” Saab advertising will also run during the Food Network’s competition show “Chopped” and on the BBC and Fox News.

Print advertising will run in The New York Times, The Wall Street Journal and USA Today among other outlets. Radio will air across the national NPR network. Online advertising will appear on premium news and auto properties.

The Change Perspective Web site featuring the new television ad and information on Saab safety, heritage and performance earned the 2010 New York Festivals Gold Award for Interactive Design, Silver Award for Digital and Interactive and Bronze Award for Innovative Advertising.

Saab’s aggressive marketing campaign kicks off as an exciting lineup of Saab vehicles are planned to hit the US market over the next year. The vehicles maintain their rich Swedish heritage and premium engineering, styling and performance capabilities. An all-new Saab 9-3X premium crossover has been added to the current Saab lineup – the 9-3 sport sedan, 9-3 sportCombi and the 9-3 convertible as well as the all-new 9-5 sedan and 9-4X premium crossover to be revealed later this year.

Staying true to their roots, the products feature an all-turbo powertrain lineup with the Aero models featuring a 2.8-litre V6 Turbo Engine with 300 horsepower @ 5,300 rpm and Sentronic six-speed automatic with transmission and paddle shifting.

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As mentioned previously here on SU, it’ll most likely be an edited version of the following ad that screens in the US.

httpvh://www.youtube.com/watch?v=0hc0buYIZXI

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