ANWB Private Lease Promotes Offers in Gran Turismo 7 Game

The first to link real life offers to in game vehicles and by using the in game design feature turning each car into an ad promoting the actual offer at ANWB Private Lease.

As part of the new ANWB Private Lease campaign, 'Racing Offers,' the choice was made to actively seek the target audience in ways additional to usual media. 

The integration of ANWB Private Lease into Gran Turismo 7 is a new step in advertising for ANWB, harnessing the potential of digital platforms (in this case gaming) to create an interactive brand experience. This is made possible by the custom design feature in the game, through which ANWB, in collaboration with advertising agency Fitzroy, has transformed 8 models (Tesla 3, Tesla S, BMW 2, BMW3, Fiat 500, Golf, Polo and Mazda 3) which are available for lease, into eye-catching in-game 'ads' on wheels.

Collaboration with the No. 1 GT World Series

For the official kick off, e-racer Kaj de Bruin (No.1 Netherlands, GT World Series) took a seat behind the digital wheel to race these Private Lease models for the first time. He shared this via his YouTube Livestream with the rest of the world. Additionally, Maxime MXM (E-racer, content creator, 250,000 followers) will soon be seen driving ANWB Private Lease models in-game as well.

Regina Charité-Glasbergen, campaign marketer at ANWB said, “We believe that digital platforms are a great way to create interactive brand experiences. By turning virtual cars into driving ads, we can reach and appeal to a new generation of consumers in away that is both entertaining and informative. I am also proud of the collaborations, and of the way in which we made them possible.'

ANWB Private Lease cup

On Thursday, May 30th, ANWB will launch the ANWB Private Lease Cup in collaboration with the no.1 gaming channel Game kings. In a full-length broadcast, Koos and Skate, together with well-known e-racers, will explore the world of ANWB Private Lease.

Martijn Schuijff, director of acquisition at ANWB said, "We are always looking for new, innovative ways to reach our target group. The gaming world has developed enormously in recent years, into a place where many people come together. This world has become another significant medium in which we can deliver our message, and is a platform in which one would definitely want to be present as a company."

Marlon von Franquemont-Koster, creative director at Fitzroy said, 'In addition to the usual channels in which we'd launch the new ANWB Private Lease campaign, we worked with ANWB to consider novel ways to connect with our target audience. This ranges from engaging in-game experiences to targeted branded content, where interaction and entertainment are central. Our discovery of this digital platform offers opportunities for further developments and we look forward to exploring it further with ANWB."