Built on the consumer insight campaign approached consumers with the possibility of owning a premium sports car at $699 (actual cost of Forza 2 videogame). The proposition was attractive, but unbelievable; therefore consumers were driven to the web site to get the complete info: The $699 was the cost of Forza 2, not the cost of the car. This concept was used in traditional and non-traditional advertising.

Non-traditional advertising is not measured by pre-established metrics. However, traffic to the web site surpasses traditional advertising parameters 2:1. On a qualitative survey, consumers recalled the overall advertising stating “I saw a classified ad for Forza 2”; “How crazy, Xbox is now in the classified section”.