Sydsvenskans Daily News is the biggest newspaper in the south of Sweden. In spring 2007, another newspaper in the region was receiving more tip-offs via SMS. Sydsvenskan wanted to increase the number of tip-offs via MMS.

We wanted people to be prepared to use their mobile phones whenever they notice something newsworthy. Since the newsworthy events often take place outdoors, we made stickers in the shape of mobile phones with see-through displays. The stickers were then placed on bus windows, cafe windows and in taxi cabs etc. The message of the campaign was 'MMS 71234 when something happens'.

The amount of tip-offs sent to Sydsvenskan Daily News increased by 241% as a result of the campaign. Consequently Sydsvenskan Daily News passed the market leading magazine on tip-offs in the region.