The Nissan Z's campaign theme was 'Object of Desire'. Not only was the Nissan Z a new car, it was a brand-repositioning product. Therefore the media challenge was to generate a sense of exclusivity and desirability while reaching enough potential buyers to meet the aggressive sales targets.OMD contributed the idea of a 'behind the velvet rope' executional strategy. OMD envisioned this as a way to impart a sense of exclusivity through placement of campaign activity in nontraditional car environments.Once these were selected, creative material was custom-developed for each specific environment and location.