To raise the awareness of the activities and the collaboration between AMF Pension and BRIS, broad media and channels used by these consumers everyday were selected. Print – local/national dailies, Radio – local stations in each city and Internet – tabloid/local sites were used to drive traffic to the detailed campaign site. The strategy was to advertise and communicate two weeks in advance of the project on a local level and nationally during the full period of two months. The eight events had a number of great children’s activities.

The expected awareness level (10%) of the relationship between AMF Pension and BRIS in Swedish people’s minds positively reached14%. Another clear objective was to gather 30,000 visitors to the events. With a result at 37,000 admissions, the average cost per hit was then lower than expected and thus gave a very good value for money.