SAAB Advertising

Clever Saab “Predator” Advertising Campaign at Zoo

Marketing has taken on many forms throughout its rich history. The “eccentricities” of Saabs were emphasized rather than masked, in the slew of print, and later, video, advertising campaigns that were mounted in the U.S. market, where the odd-looking Saab first went on sale in the 1960s.

“Special” (SAAB) buyers, also requested appropriate “special” advertising campaigns. One such “special” Ad campaign for the Saab company was designed and implemented by the Lowe Brindfors agency from Stockholm.

At that time, The new Saab 9-5 with its upgraded design was launched at the end of 2005. The challenge was to make an outdated but upgraded model look new and exciting by using installations as a complement to traditional media channels.  The new aluminium-fitted headlamps together with the BioPower engine, which runs on environmentally friendly bioethanol and also provides more power, create a true Scandinavian predator – the new Saab 9-5. The car was placed in its own enclosure at Skansen zoo in Stockholm, a national park which attracts thousands of tourists and families every day.

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Saab 9-5 biopower

The exhibition took place during the “predator weeks”, which brought extra focus to the area where the car was placed. The car was placed on a hydraulic system to make it move every now and then. Even the information sign looked the same as for the “real” predators.

Saab among the predators

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It gave the target audience a chance to interact on their terms with the brand. On the sign by the installation, the viewer could find the URL address to a Microsite which looked very similar to the installation, so the experience could be continued online.

The event was a success and generated a lot of media attention. Also, in the months after the launch of the car the company’s sales were the best ever in Saab’s history. In Sweden, the BioPower model accounted for over 80% of new Saab 9-5 cars sold, and is now the most sold environmentally friendly car in the country.

Goran Aničić
the authorGoran Aničić
For over 10 years, Goran Aničić has been passionately focused on Saab automobiles and everything related to them. His initial encounter with Saab cars took place back in 2003 when the first Saab 9-3 and sedan version were introduced. At that moment, he was captivated by the car's Scandinavian design logic and top-notch engineering, and everything that followed stemmed from that first encounter. Later on, through his work at the editorial team of the Serbian automotive magazines "Autostart" and later "AutoBild," he had the opportunity to engage more closely with Saab vehicles. In 2008, he tested the latest Saab cars of that time, such as the Saab 9-3 TTiD Aero and Saab 9-3 Turbo X. In 2010, as the sole blogger from the region, he participated in the Saab 9-5ng presentation in Trollhättan, Sweden. Alongside journalists from around the world, he got a firsthand experience of the pinnacle of technological offerings from Saab at that time. Currently, Goran owns two Saabs: a 2008 Saab 9-3 Vector Sportcombi with a manual transmission, and a Saab 9-3 Aero Griffin Sport Sedan from the last generation, which rolled off the production line in Trollhättan in December 2011.

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