Automotive - Vehicles
Cars, trucks, motorcycles, both brand and model advertising.
Find your own road
In Order to complete effectivily, Saab needed a distinctive positioning that would deliver tangible satisfaction across both functional product attributes and emotional consumer needs. The key was to present Saab as a car for people who live unfettered by social convention, who don't want to join the club and don't choose a car in order to send the right signals to the nieghbors. This led to a strategy which leveraged the brand's heritage of bieng different by positioning Saab as "the Uninhibitedly different brand choice among premium automobiles." Find your own road became a captivating means of both turning the brand's quirkiness into a positive consumer benefit and capturing the spirit of its drivers.
Client: Saab Cars USA, Inc.
Agency: Angotti, Thomas, Hedge, Inc.
After year's of bad PR and worse advertising by previous agency, to reposition one of Chicogo's oldest and largest auto dealer's family-oriented, inviting and customer satisfaction driven in order to conquest new business and increase volume.
Brand: Joe Rizza Enterprises
Client: Joe Rizza Enterprises
Agency: Rodi Platcow Malin Advertising, Inc.
We kept what you love. The rest is history.
Jaguar's new XJ Series represented the brand's first new product since 1987. It had to succeed in the face of heavily advertised product launched from Lexus and BMW. Jaguar's strategy was to create demand for the cars based on the strength of the brand's core values, rather than through aggressive lease pricing. The campaign positioned the new car as the "retro-lutionary" new Jaguar--i.e., a return to classic styling combined with advancements in quality.
Client: Jaguar Cars, Inc.
Agency: Ogilvy & Mather