Instead of spending large amounts on space in traditional media, content for Swedbank’s own website was developed. A web comedy series about three families, offering a little moment of entertainment - and a means to point at those economical situations in life when the bank can be of great help. The release of new episodes of the series coincided with the general payday for employees in Sweden. And, consequently, Swedbank became a media company - and its website an entertainment channel.

Over 550,000 people watched the series, more than twice as many viewers as aimed for! The average spent time on the website went from normally less than 2 minutes - up to 8-14 minutes. A survey on the viewers understanding of, and attitude to, the series was extremely satisfactory: All messages were understood - and the liking was far better compared to that of ordinary advertising. A follow-up of the web comedy is now being produced.