To exaggerate this point, we sent the whole legal text to one of Norways most famous authors - Erlend Loe - and challenged him to use the EXACT same letters to write a short story. And he did.

He used every single letter and every single number in the original legal text (and not a single more) and transformed them all into a story about love, loneliness, vulnerability - and a horny dog called Virlaval.

And we recorded the story as an audio book. The audio book could of course be downloaded online to your desktop/mobile.

The campaign went online (web, mobile, audio book), on national TV and in Print/Direct (published book) for a concentrated period of 4 weeks.

Total sales of insurance up by 41%.