In order to support the launch of Saab's BioPower technology in Switzerland, the discussion about alternative fuels for automotive mobility needed to be boosted.

Wood piles, located in forests near big cities, have been transformed into 'filling stations' for Saab cars powered by bioethanol fuel. It was accompanied by an information board explaining the use of wood as raw material for the production of bioethanol fuel.

The unconventional way of advertising created a public dispute in Switzerland (i.e. a number of letters to the editor in local newspapers). While the content and the message of the campaign were seen positively, the manner of media used (advertising in the forest) also provoked a negative response.