Monday, December 29, 2008

Saturn: Brand Makeover

Challenge: Revive a forgotten automotive brand that was well-loved in its hay day but hasn’t delivered on styling and craftsmanship in the past 10 years.

Insight: Saturn’s new vehicles are smartly engineered and appropriately sized for a nation that is facing $4 gasoline prices and over-priced European autos.

Solution: We chose to remind people that Saturn was a smart choice in a world gone super-sized. Our attitude in advertising communications attacked the excessive consumption of our society and offered Saturn as a smart and savvy purchase decision. We were able to make the brand relevant and unique because of it’s humble appeal, contemporary appearance and thoughtful engineering.

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