A mini community was developed, inspired by the story of the guy with the paper clip. At the site, people could sign up by writing each of the dreams that they hoped to fulfil through swapping objects with other users within the community. To make life easier for these people, we hooked up with celebrities in each country who supplied “celebrity items” for swapping and who created word of mouth and PR and drove traffic to the site.

We engaged in a partnership with MSN to host the site and to drive traffic from banners and editorial stories throughout the MSN network - no other digital media was in play.In addition, we created a partnership with a local radio station to communicate the community as well as to create editorial content about the community and to follow selected peoples’ journey in chasing their big dream.

• 3.1m Danes exposed to the campaign• 124,163 unique users on theswap.dk• 1,428 active swaps Most importantly, we made the target group live the brand values of Stimorol, and by spreading the message in their network, they became ambassadors of the Stimorol brand, thereby making it a relevant part of their lives. Stimorol was facilitating the fulfilment of peoples’ dreams in a financial crisis.

The Stimorol community got so popular that it got its own section in the morning show of the biggest Danish TV station, and even the hosts themselves provided valuable items to help people attain their dream.