CLIENT
Saab Automobile USA
Jay Spenchian, General Mgr. - President and COO
Leslie Bublin, Dir. - Mktg. & Advertising
AGENCY
Mark Wnek, Chairman - Chief Creative Officer
Simon Bowden, EVP - Creative Group Head
Jonathan Disegi, SVP - Group Planning Dir.
Jessica Thor, VP - Management Supervisor
Chris Soskin, VP - Creative Supervisor
Michael DeRosa, Account Executive
Aubree Nichols, Assistant Planner
SUMMARY
Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed to own a unique performance claim. Born From Jetscelebrates Saab's aircraft heritage to deliver a compelling, Saab-ownable performance message. Since the campaign launched in October 2005, Saab sales, performance attributes, and awareness are up and Born From Jetsis now the 6th most correctly-recognized automotive tagline, out of 35.
