The project was documented on the campaign site finn.no/finnland and backed by radiospots, TV commercials and banners. On the site, the couple posted several blog-posts a day. Twice a week we added videos where you followed the couple fixing the apartment, buying food and other necessities through finn.no, or competing in FINN-related challenges. The challenges required our couple to use the whole range of FINN’s services, thereby familiarising our audience with FINN.nos possibilities. If they won a challenge, the apartment would be upgraded. If they lost – it would be downgraded. For example if the couple sold a yacht in 2 hours they would get a new walk-in-closet. If they lost, the room would be filled with thousands of colourful balls. Through polls, the audience made decisions on the couples behalf, for example how they should decorate the bedroom, or what kind of pet they should get. They got a mini-pig.

Halfway into the campaign, the site has been visited by 10% of the Norwegian population – more than 500,000 unique users. These users have spent 50,000 hours watching branded content. During the campaign, FINN.no has also set an all-time-high visitor-number for their service with 29 million page-views in a single day. There was no contest, or prize to win. They all came to see a young couple living the brand.