Stockholm families with small children were invited to the amusement park with a ruler indicating the minimum height allowed for all attractions. The letter (addressed to a parent) explained that Gröna Lund never sacrifices safety, which is why they were to put the ruler on the wall at home to prevent disappointment when the family came to the park. In addition to the presentation of the attractions, there were small comments such as "Oops! Only 139cm tall? Are you really wearing your shoes with the thickest soles?" This built up the excitement of children of all heights before the season even began.

From the beginning of the season, people's awareness (top of mind) grew continually week after week until mid-July. The increase amounted to 91% compared with the figure at the launch of the campaign. The highest figure ever for Gröna Lund was registered during the campaign, 27% higher than in 2003.The visitor's figures were sustained despite a very cold and rainy season, resulting in over one million visitors. Turnover rose by 6% compared with 2003.