Reaching young audiences is not the mission impossible it has been touted to be traditionally. They may avoid traditional media, but they’re avid video game fans. So when Netherlands agency, Fitzroy, was given the job of promoting The Royal Dutch Touring Club ANWB’s private leasing facility to the young crowd with a limited budget, it zeroed in on Gran Turismo 7, with its millions of online players.

The clever part, though, was that it organised for cars available for Private Lease at ANWB to be available in the video game – customised as “ads”.

“We wanted to turn these cars into ads promoting themselves as offers and used the in-game design tool to make our so-called ads, and together with #1 Dutch e-racer, Kaj de Bruin, we hijacked the livestreams of other gamers with our cars,” explained Fitzroy creative director, Marlon Von Franquemont-Koster.

Together with #1 Dutch gaming channel, GameKings, Fitzroy and ANWB also broadcast live a competition within the GT7 game with pro and amateur online racers battling for the Crown for wonderful Private Lease rewards.

“After our stint we’ve reached a massive crowd, got great feedback and hit 5 million impressions,” Franquemont-Koster added, “As a result we brought a car to life from the game and drove it to Gamescom in Germany together with GameKings.”

With a target of 5m impressions, the campaign achieved 31.