Our objective was to drive awareness and interest in Saab's first-ever All-Wheel-Drive vehicle, and to capture leads. We used rich media creative to demonstrate all-wheel-drive in a unique and unexpected way. This device also helped break through the clutter of the ever-burgeoning automotive advertising space.The intended audience is in-market auto shoppers, aged between 25-35, with a household income of $75K-$90. They are young, yet successful, liberal, open-minded, cosmopolitan, and Web savvy. Our media buy intercepted these shoppers on competitive vehicle areas on auto research sites.