So what we did was buy the back covers Metro (free newspaper), and have the staff write fake articles about spectacular news, also fake. For example that the city's famous landmark has been replaced by some artificial light ball installation. The culmination was an invitation to meet the GE Money Bank people at events across Sweden. All of them held in the same light balls we lied a bit about in the articles.

Metro was reality. And so were the landmarks in the articles. By relating to these, and having actual events, GEMB took place in the customer’s reality too. 5,000 individuals visited the events, 8.5 million Metro readers were shocked and picked up GEMB’s face. The client is overwhelmed with joy.