Using a teasing TV campaign, car enthusiasts were called on to visit the www.watisdatvoorauto.nl (whatkindofcaristhat) website. Via short, 10-second advertisements and banners, the car was presented in such a camouflaged way that the brand was unrecognisable. These teasers were broadcast over a 10-day period and people were able to submit their guesses on the site. They also had the chance of winning a Superb.

The unveiling of the Superb formed the ultimate climax and was shown on TV and online.

In 10 days, 80,000 people participated in the game and had a go at guessing. Sales were 17% above target in this, to put it mildly, turbulent market.