Draft London has created a new direct mail and online campaign to support the Saab 9-3 Sport Saloon range.
The mailing, which will drop this month, will include a mock ‘Permit to Fly’ from the ‘Swedish Aeronautical Aviation Bureau’. The reverse of the mail piece opens out to a shot of the car racing along a cliff road, with vapor trails running from the roof and trunk. The line “Behind every Saab you’ll find our aircraft heritage” appears alongside the car. Inside, the pack outlines the virtues of the car, with copy taking the shape of an airplane wing.
Online activity includes rich media overlays, banners and skyscrapers in development to support both the DM and the current TV work, created by sister IPG agency Lowe.
The 9-3 Sport Saloon Aero is pitched in direct competition with cars such as the BMW 330i and Audi S4.
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