Saab 9-3 Cabrio: "WEATHER MAP" Promo / PR Ad by Mccann-erickson

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.