Aftonbladet.se has a reach that exceeds that of one of the largest tv-stations (TV4) but the ad sales are lacking. Since Media brokers had not been responding to the efforts made to present Aftonbladet.se and hardly ever include the site in the media mix we targeted the ad agencies to create a pull effect. We “sniffed” out the IP addresses used by each targeted agency and when they visited Aftonbladet.se all the regular ads were replaced by weird fake ads for a major client of theirs. What they didn’t know was that they were the only ones who saw it. As they clicked on a banner we explained the hoax and at the same time invited them to a seminar to learn more.