Saturn Puts 'People First' in New Advertising Campaign
08 März 2004 - 1:17PM
PR Newswire (US)
Saturn Puts 'People First' in New Advertising Campaign DETROIT,
March 8 /PRNewswire/ -- Saturn advertising is going back to the
brand's roots in a fresh, contemporary way that expresses Saturn's
dedication to customers. Carrying the new theme line,"People
First," the campaign breaks on television March 8 with
brand-focused commercials. "'People First' expresses a philosophy
that has guided Saturn from the start in the way we design, build
and sell vehicles," said Jill Lajdziak, vice president, Saturn
sales, service and marketing. "It reminds everyone of who we are
and what we stand for -- the 'People First' theme is clear and
straightforward, just like Saturn. As our product line expands
dramatically, it's important to communicate that our philosophy has
not changed." One of the campaign's initial 30-second commercials,
"Philosophy," shows several sets of twins inside of a Saturn
retailer. While one twin plays the part of a customer, the other
portrays a Saturn representative taking thecustomer through the
process of demonstrating, buying, taking delivery and servicing a
car. "When you put people first, you treat them the way you'd want
to be treated yourself. No hassle, no haggle -- it's a philosophy
we've embraced from the start,"says the voiceover. Another
commercial, "Convoy," emphasizes the safety and security benefits
of OnStar, available on many Saturn models. In the spot, a woman
and her young daughter leave home in a Saturn VUE sport utility on
a shopping trip. As theVUE pulls out of the driveway, it is
followed by a police car, fire truck, rescue vehicle and tow truck,
whose drivers even follow the woman and daughter through a
supermarket checkout line. The voiceover says: "When you put people
first, you make sure help is never far away. Saturn is now
available with OnStar." "OnStar is a feature that customers usually
associate with a much more expensive vehicle than a Saturn," said
Scott McLaren, Saturn advertising manager. "It reinforces the idea
that Saturn provides experiences and choices that go beyond
customers' normal expectations." A third brand commercial, breaking
in April, highlights the Saturn- exclusive vehicle exchange
program. In the spot, a young couple looks admiringly at their new
Saturn ION coupe but is interrupted by the arrival of a
baby-delivering stork. The couple returns to a Saturn retailer and
drives away in a VUE. The voiceover says: "When you put people
first, you understand their lives can change -- a lot. Exchange any
new Saturn for another with the 30-day exchange program." Saturn's
TV spots will continue to use music by up-and-coming artists,
adding to the contemporary feel of the message. Saturn agency
Goodby, Silverstein & Partners, San Francisco, created the
campaign. In addition to the brand-focused spots, model-line
specific commercials carry a similar format and tone, McLaren said.
"Door Music," breaking March 8, emphasizes the advantage of
dent-resistant door panels on the ION. A rapid succession of
objects -- football, surf board, shopping cart, street hockey
player, children's toys, a bicyclist and even the proverbial
kitchen sink -- strike an ION, creating a percussive rhythm. Saturn
commercials will air on a variety of network, cable and syndicated
programming, including prime-time shows such as "Friends," "ER" and
"The OC," and sports properties such as the NFL and the Summer
Olympics. New print advertising with the "People First" theme will
begin appearing in weekly and monthly publicationson newsstands in
April. Ads include the first media advertising for the ION Red Line
coupe, Saturn's new supercharged performance compact. Spread ads
highlight a customer on one page and a color- on-color photo of the
Saturn product on the opposite page. An ION Red Line ad that will
run in automotive enthusiast publications shows a young man in a
garage and carries the headline, "The Chose Alloy Wheels Over His
Girlfriend Guy." Another ION Red Line ad, running in contemporary
women's magazines, features a young woman with the headline, "The
Perpetually Late Girl," with copy noting that the ION Red Line's
performance will help her arrive on time. An ad for the go-anywhere
VUE features "The See Every Monument Dad," and will run in active
lifestyle publications. DATASOURCE: Saturn CONTACT: Mike Gardner of
Saturn Communications, +1-313-665-4230, Fax: +1-313-665-7125,
E-mail: Web site: http://media.gm.com/ http://www.gm.com/
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