The main message of the campaign was "Get closer with SYDSVENSKAN". The argument for the message was that the iPad application combines the depth and quality of the daily paper with the speed and updates of the web version. The sharpness of the images and the visual storytelling, give you an exceptional reading experience. It also gives you the feeling that you're in the middle of the news flow.The ads ran in SYDSVENSKAN Daily News as well as in the trade publications Resumé and Dagens Media.

At the launch there were approximately 10,000 iPads in the local market in which SYDSVENSKAN operates. There were 5,000 downloads of the application within the first month. 80% of the target group noticed the ad.