The Saab microsite, MaintainYourIdentity.net challenged individuals to break away from the mainstream and demonstrate their uniqueness. Saab's target audience consists of web-savvy early adopters who are highly individualistic and like to stand out from the crowd. The user-generated content fueled an online community of Saab enthusiasts, highlighting that the brand stands for individuality and independent thinking. The microsite was the main element of the campaign, a community space where people submit quotes, photos, or videos that express their own flavour of individuality - engaging with other Saab enthusiasts while engaging with the brand.