Instead of doing what they normally do; show the products with big price signs and a voice over screaming about this great deal we chose to do something else. Something that would make Elgiganten, and their special offer, look and feel different and hopefully stick out a little more during the ad-breaks. We decided to do a little experiment. We took a small camera-crew and went to the chosen cities around the world and let random people in the streets try to convince the viewer of this fantastic offer. No pre-production, acting, casting or even scripts. Just ordinary people in their everyday environment. 23 different spots were finally made with 23 unique ways of selling the offer.

The spots were aired frequently during the campaign period, often with as many as 3 different spots during the same ad-break.

Because of the quantity of different spots with the same message they actually took control of the ad-breaks.

Each commercial then pointed towards the website where the offer was explained in detail and where every spot and behind-the-scenes material could be seen.

The numbers didn't just show that the Elgiganten brand took a giant leap in sales during the campaign. In addition, sales increased dramatically compared to previous years. Also, the campaign had a great effect internally. The stores’ staff used the spots as a selling argument by showing them on the various TV screens in the stores.