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.