Land Rover wanted to develop a teaser campaign for the new Land Rover Freelander 04 without cannibalising the sales of the previous version. The target was current clients and also any visitor to their website who showed interest. The first stage of the campain was a teaser at the Land Rover website that said "Get mud up to the roof, feel the 4 wheel experience. If you want to know more leave your personal information on the form". The link took them to a form "If you want to know more about the Land Rover Experience give us your information". An e-mail was sent to all the people who left their data on the form informing them of the new model and giving them the chance to participate on a test drive of the vehicle. The website had an interstitial and a microsite that starts preparing the mud while loading "sand + water + shake". The microsite gave information about the test drive, where, when and other acitivities to be developed during the test.