Rethink: Saturn’s New Marketing Campaign
Since the late 80’s Saturn cars were marketed with the small town, heartfelt theme. Last year Eric Hirshberg, creative director at L.A. ad agency Deutsch took a new approach after research showed that Saturn had outgrown the old approach. The “rethink” campaign last year challenged consumers ideas of strength and sophistication. The “strength” commercial featured Lance Armstrong next to a steroid filled body builder. Unfortunately last years commercials did not make the rethink concept obvious to consumers. This year’s ads will set a different tone and cater to women drivers. Research pointed out that more that 80% of Saturn purchases are directly influenced by women. When this year’s ads begin to air expect images that cater to women while still appealing to men. Check out the first commercial for the Saturn Vue below.
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