Aftenposten’s subscribers are the newspaper’s prime ambassadors, so why not encourage them to make the newspaper a gift to family and friends - and potential customers for us? News is freshly produced so giving away a paper is gift wrapping content yet unknown. However, the quality that Aftenposten is respected for sweeps away any uncertainty. We started our campaign with a DM put on an almost empty page in the newspaper. The envelope holds a short message: Gift wrap something yet unknown. The envelope contained a letter with a coupon.