Uncommon Launch Event
Harness the passion of Saab owners by organizing a global one-day rally via social media to launch the Uncommon Drive campaign.
Structured gatherings will be held in key markets where Saab representatives will pass out goodies, like shares of Uncommon Stock, and help owners set up their Uncommon Family profiles. The Saab faithful can tweet their support for the brand to video screens using the #UNCOMMON hashtag. At a specific time, owners will buckle up and drive en masse past uncommon sites in each city. On that one day, the uncommon will become a common sight.

Body copy: It may seem strange to do crash tests with a fake moose. Until you come across a real moose on a dark night in Sweden.





Body copy: On a dark road, you don't need bright dash lights. Dim all but the essentials with the Night Panel button – just one of the features that make us a hit with big thinkers.






Body copy: Even our Rearview Camera is future-focused. It doesn't just show what's behind you, but also what could be in your path. We won't call it genius – but you can.

Uncommon Super Bowl Spot
It's common for car companies to create Super Bowl spots. The uncommon thing to do would be to surprise people at the game with an augmented reality Super Bowl spot on their phones. When they hold up their phones at half time they'll be treated to a 9-4x precision driving demonstration.

Uncommon Shuttles
Partner with boutique hotels in major markets and offer the 9-4x as a shuttle to and from the airport. If the passenger wants to drive, they're more than welcome to. We could even set up Zipcar-like stations at the airports to save on the wait.

Uncommon Scavenger Hunt
A 9-4x fleet appears to leave Saab headquarters. In reality it's the start of a virtual road trip. Along the way the tweet, post and check in with clues as to their uncommon whereabouts. Follow the clues to figure out where they are and use your phone to see the virtual vehicles. Snap a picture and submit it for a chance to win a 9-4x.

Uncommon Taxi Ride
Partner with independent film festivals around the country, like Sundance or Tribeca, and offer free rides between festival venues in the 9-4x. The uncommon twist? The passengers can take the wheel if they desire. If they want to just ride along they can view screenings of short film submissions on the entertainment system.

Uncommon Sales Event
The Swedish Invasion Pop-Up Sale: While other dealerships try to attract people with big bows and catchy rhymes, we'll bring the dealership to the people. For one month, pop-up test-drive centers will appear in major markets. Posters and ads will show their locations. Customers can test-drive, apply for credit and even order cars for delivery at their local dealership.

Uncommon Comparison

Uncommon Show Room
Empty storefronts in major cities would be used to create an interactive experience outlining the features of the Saab.

Uncommon Overview – Magazine
A series of consecutive magazine pages would be purchased to create an overlay, similar to the acetate pages from your high school biology textbook.

Uncommon Bond – Ambassadors
Saab owners are loyal and love to talk about their cars. Let's leverage their passion by making them ambassadors to prospective owners. They choose how involved they want to be: email, chat, phone or "test-drives." We can enlist them to write reviews on car sites where there are none. And we can deploy them at Saab.com, in banners, and in social media.

Uncommon Rebirth
To celebrate the arrival of the next-generation 9-3, we would create a special edition named for the spiritual father of the 9-3, Bjorn Envall: the 9-3 Rebjorn Edition. It would come in one of four reissued Saab colors and feature an exclusive emblem, among other
upgrades. Dealerships could also feature restored classic Saab vehicles that could be given away, or sold, as part of the celebration.

Saab enthusiasts are eagerly awaiting the next-generation 9-3. Project 9-3 is a portal site that gives them a passenger-side seat to the development and unveiling of the car. To enter, all they need is a Saab VIN. Once registered, they have access to exclusive images, footage, interviews and breaking news. And on launch day, registered owners can gather online and help start the production line live via webcam. Access could even be tied to preorders of the new 9-3.

Uncommon Look
The basis for the look and feel of the campaign came from various sources. Starting with elements within the vehicles themselves – the shape of the lights, the side mirrors and elements of the body panels. And inspired also by simple geometric elements found in the work of several prominent Scandinavian designers and illustrators. The overall intent being to capture the simple, bold and yet playful spirit that seems to embody the design approach of both Saab and Scandinavian designers as a whole.

The "Wing"
The shape of the elements that contain the logo and tagline is intended to evoke the feeling of a wing, hinting subtly at the company's aviation heritage. There is also the sense of a leaf within the shape, gesturing toward the environmental responsiblity of the organization. The intent here is not to be overt with these references but to gently allude.





The Colors
These colors, although very contemporary and modern, hark back to those used in the 9-6 and other classic Saabs. This palette creates a strong bridge from Saab's heritage to the present. The use of a palette like this creates an eminently ownable and very distinctive look for the brand. The use of the clean"butter" color also creates a feeling of the clean, fresh natural wood textures prevalent in so much Scandinavian furniture. It is almost iconic of the region.

The Font
We chose Univers as the font for this work to complement the clean designs of the vehicles. It is a simple, unpretentious face, and as such seems to fit nicely with the ethos of Saab.