Gothenburg Post, GP, launched a permanent very low studentprice: 2 SEK per copy (ordinary price 6 SEK per copy). The brief was to communicate, "Gothenburg's biggest morning paper, GP costs only 2 SEK per copy".

If you see a coin on the street or on the floor, you pick it up! The creative idea was to place 20,000 coins in several places where students usually hang out. The 2 coins were connected by a sticker with the message “Now you can afford it! Only 2 SEK per copy for students ”.

The subscriptions for students increased by 80%, from 5000 to 9000.