Saab were looking to collect email addresses for use in email marketing communications. Unusually the strategy to do this was that of a prize draw. It was vital therefore that the prize itself and the way it was communicated didn't cheapen Saab's premium positioning.The Saab Ice Experience fitted with Saab's heritage and brought out the brand attribute of individuality. "Only Saab would bring me a prize draw like this." Our audience were self-assured individuals in the higher income bracket and are either driving a premium car or aspiring to drive one.They are daily users of the internet and would have visited a number of sites in their quest for the right car. This campaign ran solely on Guardian Unlimited because of the fit with the brand and the impression opportunities.After clicking on the advertising the users were taken to a specially built microsite that allowed them to explore the prize interactively and enter the prize draw the site then allowed them to visit the main saab.co.uk site to explore the various models.9,543 Guardian Unlimited microsite views6,772 click throughs to Saab Ice Experience micrositeCTR - 70.96%6,247 competition entries92.25% Conversion rate