Saturn Launches Ad Campaign to Reassure Customers

New Saturn Ad Screen Capture

It's only been a few hours since I first saw the new "We're Still Here" television ad, and the New York Times already has an indepth article about Saturn's brand-new campaign. The story not only discusses that particular ad, but it also takes a look at some of the other spots featuring retail store owners in Saturn's attempt to reassure customers that the brand is still in business.

Stuart Elliot from the NY Times: For the first time since the financial difficulties of General Motors began threatening the company's existence, a GM division will run advertising that addresses the effects of the precarious situation. A campaign for the Saturn division of the General Motors Corporation, which is now under way, features dealers — known in Saturn-speak as retailers — talking frankly to consumers. The dealers urge potential car buyers not to be deterred from considering Saturn by the problems confronting GM, the American automotive industry or the economy in general. "We know what’s going on in the market," said Kim McGill, director for advertising and promotions at Saturn in Detroit. "We're not hiding behind it." The campaign is intended to tackle the "issue of trust" that may arise in these circumstances, Ms. McGill said, as many marketers caught up in the economic turmoil find it necessary to reassure consumers. The Saturn campaign, scheduled to run through early May, is being timed to arrive with spring, usually a good sales season.

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