The objective of this campaign for The Swedish National Encyclopedia (NE) was to claim a position as the leading reference book with a tiny budget.

Therefore, the media solution became an important part of the creative idea. Or, rather, the media solution WAS the idea. Over 50 different media were used in the campaign, and several of them were DM; spam, fax, and a Direct-marketing offer.Everything under the motto “All you need to know. And then some.”

During the campaign in Gothenburg new subscriptions increased by 370%! At the same time, the number of visits to the NE homepage increased by 7% compared to the same period the year before.