As Saab's origins are in aircraft manufacture, driving hours were converted on the spot into flying hours. All images and texts were based on aviation jargon, with the invitation positively smelling of aviation fuel. Participants were consistently referred to as "pilots" throughout all stages of the process.

The integrated promotional campaign was a complete success. The two test-drive events were fully booked up within only three weeks. The goal if recruiting 1,500 test drivers was achieved.