When AMF Pension gave MindShare the task to write a launch strategy for their new product 'AMF Aktiv', a number of questions were raised:What does the target group look like?Have they been addressed previously?Can we reach our objective with traditional print ads?After having mapped the habits and behaviour of the target group as well as their media consumption, it was clear that the common arena for the target group was the airport.In order to reach this heavily media-exposed target group, we had to find new solutions that were inevitable to the target group.