CLIENT: GMAC : Saab Division.

AUDIENCE: Saab enthusiasts or those seeking to change providers.

PURPOSE: With purchase of a new GM vehicle, customers received a magazine specific to their car make and model. The ad promoted features and benefits of protecting and providing peace-of-mind to new car owners experience with GMAC Insurance.

The ad concept was replicated for additional car brands such as, Cadillac, Chevrolet, Pontiac, Saturn and so on.

It was also published in magazines outside of the GM Family. In those publications, a variety of GM car brands were shown with the headline of "Which of these GM vehicles has been in an accident?"

ACTION: Readers were encouraged to call for a quote, fill out the quote opposite the ad, or respond online. Premiums frequently ran to encourage and maintain audience response.