We created a simple site – both for computers and mobile phones – where you could send all kinds of messages to the future (films, postcards, photos). Then we made a campaign (mostly TV ads) directing people to the site by dramatizing different messages. But since the campaign is all about sharing and sending each other messages, the online service in it self was the main media.

300.000 of the target audience were engaged, they sent messages, made wall posts, tweeted, text messaged and e-mailed, with an impact that got millions of Swedes thinking about thief future. The response rate was over 40% compared to a business average of 5-6%.

But it's also hard to measure in that way. This is a brand building campaign rather than a classic business response campaign.