Saab to target affluent women with mailing for 9-3

June 23, 2004

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Saab to target affluent women with mailing for 9-3

LONDON - Saab is targeting affluent women with a direct campaign to promote its 9-3 Convertible model.

The General Motors-owned car marque is keen to improve communications with female consumers and has sent a mailing to a targeted base of women.

The work, created by Draft London, uses feminine imagery such as butterflies and birds. The envelope shows raindrops splashing into water and carries the line, "Because Mother Nature has mood swings". The pack is made of recycled material to highlight the 9-3's ability to adapt to its environment.

Online activity to support the direct mail activity will begin in July.

Draft London recently picked up General Motors' Vauxhall direct business.

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