Automaker Saturn is employing direct mail and e-mail strategies to market three of its 2007 models. The campaign is for the Aura sedan, the Vue Green Line Hybrid SUV, and the Outlook SUV. Carlson
Marketing Group, a Minneapolis-based ad agency, is handling the account. The campaign poses a difficult challenge because it is attempting to promote three cars to three separate and distinct target
groups. "We're trying to capture the essence of each vehicle, the brand itself and its revitalization," says David Carmichael, Carlson creative director. "For the Aura, for example, we try to capture
the refinement and the styling attributes. It looks like a cool, jazzy bar." Conversely, the Vue Green Line, which Saturn touts as the lowest-priced among SUV hybrids, is aimed at environmentally
minded urban buyers with high incomes and no kids. The Outlook tilts toward families in the mid-sized SUV segment who refuse to bow to the minivan.
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