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Interactive
ANWB Private Lease: Racing Offers
In a space dominated by global giants, ANWB shook up the Gran Turismo 7 game with “Racing Offers.” By creatively leveraging the in-game design editor, we transformed available ANWB Private Lease cars within the game into dynamic in-game ads that featured real, unmissable offers. Then, in collaboration with #1 Dutch e-racer Kaj de Bruin, we hijacked pro racing live streams on Twitch and YouTube, strategically placing our offers where viewers couldn't ignore them—and the fans loved it.
Next, we launched our own competition within the GT7, hosted by Gamekings, the most popular Dutch gaming platform. Millions of viewers tuned in to see both amateur and pro racers battling it out in ANWB-branded cars via a multi-platform livestream. Then, we brought a car to life and drove it, together with GameKings, to the most high-profile gaming events like Gamescom and the Tokyo Game Show, where millions experienced ANWB Racing Offers live.
E-Racer: Kaj de Bruin |
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