We created situations on street level that would engage consumers and pose a relevant question. Answers to the question could be found at Solguru.no, creating a reason to visit the site. In total we executed 15 different ambient scenarios in the four main cities in Norway, during a two week period.

Examples of scenarios: A "person" crushed under a fallen Grand Piano at the major subway station where 60.000 people pass every day asking "What is karma?" 4000 posters questioning: "What is kebab really made of?" next to an equal amount of 'missing cat' posters, 1000 beer glasses in several bars, 20 Lost baby prams in two cities, projection of questions on 20 famous Norwegian buildings, a crushed car parked in several places around the city etc. etc.Running simultaneously to ambient activities was a strategic Internet campaign. Over 200 unique web banners placed on 60 different niche websites.

The innovative approach to the ambient stunts immediately resulted in a lot of buzz. They were discussed on various blogs and forums in Norway and abroad, with several articles published in the nationwide press. The ambient campaign boosted the web, where 200 questions were strategically placed on niche websites. The click rate was up to 2.79%. The benchmark in Norway is 0.15%. The goal of 100.000 unique visitors a week, was achieved in just six days, and the numbers have been steady since. All this with a limited budget of €140K [including; strategy, creative, production, ambient and media].