Saab: WEATHER MAP

Credits & Description:

Category: Best Use of Newspapers

Advertiser: SAAB

Product/Service: 9-3 CABRIO

Agency: McCANN ERICKSON

Date of First Appearance: Apr 1 2010 12:00AM

Entrant Company: McCANN ERICKSON, Madrid, SPAIN

General Creative Director: Leandro Raposo (McCann Erickson Spain)

Executive Creative Directors: Monica Moro/Pablo Stricker/Pablo Colonnese (McCann Erickson Spain)

Creative Director: Jon Lavin (McCann Erickson Spain)

Art Directors: Rubén Navio/Zarik Ahuir (McCann Erickson Spain)

Copywriter: Mercedes Lucena (McCann Erickson Spain)

Art Director: Guillermo Contreras (McCann Erickson Spain)

Media placement: NEWSPAPER - QUÉ! NEWSPAPER - 01/04/2010



Results and Effectiveness

All readers could thus see the world the way a SAAB 9-3 Convertible driver sees it.



Creative Execution

What we did was to contact a national daily paper to propose something a little different: a slight modification of their 'Weather' section.
So readers would discover that the weather map maintained its regular format, but instead of the symbols for sunny, cloudy or rainy, they would see cars with the top all the way down, halfway down or closed, depending on the weather forecast that day in each region of the country.



Insights, Strategy & the Idea

What will the Saab 9-3 be like today?
With the advent of spring, SAAB needed a small-format print campaign to create awareness of the soft-top models in the 9-3 range.