The biggest newspaper in the Nordic, Helsingin Sanomat, is perceived as reliable and versatile newspaper and is respected even among non-subscribers. The challenge is that many of the target group say that the newspaper does not have anything for them just after having said that it is versatile. The solution was an integrated campaign where it was shown that it’s easier to forecast the near future if you read the paper regularly. All campaign measures directed people to the web where upcoming news could be forecasted. All topics to forecast were things that were known to happen during the campaign.

The campaign included provoking advertising in mass media: print, outdoor, online advertising. The objective was to demonstrate the difficulty of forecasting the near future unless you know something about it. On the web a series of questions were asked and one could forecast the right answers. Every participant was informed by an e-mail how successful his/her prediction was when the news was published in the newspaper. In addition participants could forecast what their life would be like after six months. The forecast was sent back by e-mail to participants. Direct mail and e-direct mails were important parts of the campaign.