By playing with Swedes “envy” of Norwegian Oil, we give the sellers an informal way of starting the pitch. A small bottle of oil was added to the letter, underlining the friendly joke. The letter tells them how easy it could be to claim their share of the oil money by buying ads in the BorderGuide. The copy is written in Swedish.

The sales force has shown courage in calling the companies that received the letter! But in fact, they took it with a good sense of humour. This is an ongoing activity, but already during the second sales month, the total budget was reached.