We created this contrast by tailoring each ad to its specific context. For example:

Print ad in the sports section: "18 civilian casualties in raid I wonder if Lyon might win the French league this year."

Mobile ad: "Ship under attack off the Somali coast I wonder if I have any new Facebook likes"

Mini-TV-spots disrupted ad breaks to contrast the regular "trivial" ads.We also gave other advertisers ad space in exchange for letting us refer to their ads, e.g. "15 civilians injured in rebel attack but how about a bowl of muesli?", showing a muesli billboard next to SAF's billboard.

Early on, we focused more on disruptive media (TV, mobile take-overs etc) to break through and establish our message, and thereafter we moved to less disruptive media (billboards, print)

A broad range of media was used to convey that everyday distractions steals our attention everywhere.

With two weeks left of our eight-week campaign, we had already generated 14.000 applications - an over-delivery of 17% above our total campaign goal (12.000 applications in eight weeks). The per-week over-delivery was therefore 56%.

4 in 5 in our target group remembered having seen the campaign, compared to our benchmark of 53%.

(benchmark: last year's campaign results with similar objectives and budgets).

The campaign had to be stopped since there were not enough resources to handle all the applications.