The GamesCom in Cologne is the world’s biggest gaming convention – a place where brands fight for visitors’ attention.

While most companies spam the convention area with key rings, plastic bags and stickers, together with PlayStation® we thought of something more entertaining and true to the gaming experience.

Gran Turismo is the real driving simulator and with this game, everyone can feel like a winner. In order to underpin this idea, we went to the convention’s parking lots and sent out teams of Grid Girls equipped with instant cameras and motorsport accessories like a magnum bottle of champagne, a cup and a winner’s crown.

The Grid Girls posed around regular, everyday guys’ cars and took pictures of them. By placing a little “Feel like a winner” sticker on the photo and sticking it under the windscreen wiper, the girls left visitors with a nice gift that was unique and customized.

After the commercial-overdose at the convention, we were the last people that spoke to the audience where they least expected it and gave them a gift that really meant something to them.

See a collection of our Grid Girls on Flickr.

If you have any comments or suggestions please email Christian Scholz.