Saturn is turning to direct mail and email to promote its 2007 Aura sedan, Vue Green Line Hybrid SUV and Outlook SUV.
The mailings, which will continue through the end of the year, use leads from Saturn events and dealer drop-ins, where interested consumers are asked to fill out cards, BrandWeek reports (via MediaBuyerPlanner). So far, 300,000 direct mail pieces have been sent - and even more emails - for the Sky, Aura, Outlook and Vue campaign, according to a rep from Carlson Marketing Group, the agency leading the campaign.
The direct mail pieces look like coffee table books in the form of large, colorful mailers. The mailing is one phase of the broad campaign developed by Goodby, Silverstein & Partners, San Francisco. Saturn spent $1,012 on advertising per vehicle sold last year, per TNS; that's more than twice as much as Honda and Toyota.
