Our Clients

Premium magazine for new Saab owners

Creating and delivering a multi-lingual marketing tool for Saab owners

Client: Saab
Sector: Automotive

In 1993, Dialogue’s journey to becoming automotive experts began when we started producing Saab Magazine. Our work with this brand paved the way for our industry-leading work with Harley-Davidson, Lotus, Rolls-Royce and Bentley.

Swedish automotive brand Saab approached Dialogue to create a customer magazine to be delivered to new owners of its models. The content of the title was split into two – one half dedicated to lifestyle features and half to the Saab brand, featuring articles on subjects such as their partnerships, safety technology and new models. The magazine had two front covers and readers would ‘flip’ the magazine to read the content.

The remit

  • Design
  • Editorial
  • Art Direction
  • Photography
A Saab magazine page spread.
An illustration of some people.
Saab car in the snow.
Saab cars outside a house.
A Saab magazine page spread 2.

Dialogue created all content for the magazine, regularly visiting Sweden to fully immerse ourselves in the brand and pitch content ideas that would resonate with the Saab audience. The design was inspired by the brand’s Scandinavian roots, with a clean look and feel and plenty of white space. The magazine was delivered worldwide in 11 languages twice a year, with all translation and flowing in of copy managed by Dialogue.

Saab used the magazine as a marketing tool, taking it to events to showcase the world of the brand. It won several awards, including the British Association of Communicators in Business Award for Best International Publication. As a result of the magazine’s success, Dialogue was commissioned to create smaller publications to celebrate Saab milestones and a sister title called Saab World for dealerships so that current and prospective customers could review content such as what happens when your car comes in for servicing, the car’s entertainment system, safety features and new models.

Client's thoughts

The magazine has been very effective – through our database, we can track customers and prospects who have responded. Each issue of the twice-yearly magazine comes with an invitation to a test drive. We can definitely say the magazine has sold cars.”

Caroline Gore
Saab UK

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Proud to be a winner of industry awards, recognised as marketing experts in print and digital media.

Medium Content Marketing Agency of the Year 2023
Medium Content Marketing Agency of the Year 2022
ALF Sales & Marketing Award Winner 2023
Classic and Sports Car Club Awards
Content Marketing Award Silver
Content Marketing Award Gold
MemberWise Recognised Supplier 2024
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