Strategy's pillars: 'Clever' - What is innovative, expresses response to genuine consumer insight? 'Friend' - What makes this approachable? 'Fun' - What is attractive and cheeky? Print advertising (e.g.): Playboy: Ad-format with exact look and feel of the typical 'centrefolder' - playmate. GQ: Centrefolder ads. Online advertising (e.g.): Flash layers of 350Z to attract attention and to create feeling of speed. Editorial special achieving optimal match between 350Z and Playboy including a micro site.

Recent research indicates clear push in Nissan's image values being an attractive car -manufacturer. Eighty-thousand users visited the Playboy microsite concentrating on the 350Z. Fifty-thousand men mounted the 350Z centerfold right next to Ms March (small research sample only).