With that in mind we developed the “Page 9 Screencleaner” – a naughty application for keeping your screen clean.A series of videos were produced as downloads for mobiles. The videos all featured the forthcoming Page 9 girls.We then promoted the coming Screencleaner by “cleaning” the screens in large football stadiums across Denmark.We uploaded behind the scenes videos on Ekstra Bladet online TV channel to arouse the curiosity of the male readers. We also released print ads to promote the free screencleaner.Every wednesday in November, codes for the free mobile Screencleaners were printed beside the Page 9 girl.Finally we promoted the computer screensaver, featuring a compilation of all the wet videos.

More than 23,000 readers downloaded the screencleaner for their mobile. The “Behind the Scenes” videos generated more than 80,000 views. The computer screensaver has so far been downloaded more than 15,000 times.At the end of the campaign, Men were not just passively aware of more naughty Page 9 Girls, they actively downloaded Ekstra Bladet advertising to their mobile phones and computers by the tens of thousands.