'Get behind the wheel'. Discovery of the car in three steps (outside, inside, on the road) displayed from June to December 2003, ended with a sweepstake offering the opportunity to test the 350 Z on a circuit. An emotionally driven approach to leverage the innovative potential of the car and to convey brand added-value towards amateurs and a broader target as defined in the marketing objectives. The black and white graphic environment communicates performance and elegance, being consistent with the off-line communication. This European initiative is based in eight countries.