With the first Wallpaper ever on MSN.de we wanted to combine awareness (a "big Ad" for a "big car") and response. To address users, with potential interest for SUV, a Q7 microsite was created. After the users registered once they would get permanently new and exclusive information about the Q7 Globe until pre-launch in fall 2005. The Wallpaper on MSN performed very well and generated more than 2,000 registrations in only one day.