After answering a questionnaire via web, phone or mail, one could win a wonderful weekend in a middle aged castle, turned into a five-star hotel, in the colourful Italian summer. The winner also had the New Saab 9-3 Convertible available for him to drive, as a national sneak preview.

Mailing: the spike naturally delivered the uniqueness of such an experience. It would give a small suggestion of the fulfilling sensation that driving a New Saab 9-3 Convertible could produce.

44,000 spikes were sent, all cut and packed identically.

There was 7% redemption, in a market, such as cars, where the average redemption rarely exceeds 1%.