Christer Malm, managing director of SBAB, gave the banks four days to follow the SBAB lead. If they did so, he promised to eat his old hat. The 'offer' was simultaneuously launched in print ads, TV ads, banners, on the SBAB web site and by personal letters to the managing directors of each bank. Billboards were bought outside banks pushing the banks even more. As the challenge progressed, people could guess on the SBAB site whetether the banks would follow. An event in Kungsträdgården park concluded the campaign.

Extensive media coverage, e.g. nine minutes of reports on the TV news to an appromixated value of SEK 8 million. A new record number of visits to the SBAB web site, approximately 80,000 visits for four weeks straight. Half a year later, two of the big banks followed the SBAB interest cut rate.