For more than 50 years, Norsk Tipping (Norwegian National Lottery) has been the market leader in sports betting and lotto, offering their betting services through commissionaires all over Norway. This ad was one of three banners in a campaign designed to answer the client’s brief: “Without cannibalizing the business of our commissionaires, you shall communicate that our services are now available on the Internet.” The target audience consisted of Norwegians online. The campaign resulted in a 400% increase in weekly registrations for the service (according to our client’s policy, we are not allowed to release exact figures on objectives or results).