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CASE STUDY
Saab Test Drive Campaign
This award-winning Saab case study demonstrates an effective use of both on and off-line media.
The objective was to use targeted communications to generate interest in the Saab 'experience', and increase the number of test drives.
This has been recognised as a good example of an integrated campaign by the IDM, as it utilised the benefits of the product and was shown to be more effective than its rivals despite a lower spend. The campaign succeeded in winning a Gold Award for the IDM Business Effectiveness Awards 2001, and was also voted Campaign Magazine's Direct Campaign of the Year 2000.
To download the case study for the Saab Test Drive Campaign, right click here and select 'Save Target As'. Save onto your desktop and then open as a Powerpoint document.
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