The Dutch private lease market is highly competitive. Young people are the biggest drivers of the leasing market. Therefore, we want to make the offer of ANWB Private Lease known among a young target group. However, this target group is harder to reach through traditional media. Our challenge: with a minimal budget, bring ANWB Private Lease to the attention of young car enthusiasts between 18 and 35 years in a smart, innovative way. Therefore, we place ANWB Private Lease in the middle of the target group's world, through one of the most popular racing games in the Netherlands: Gran Turismo 7.