An increasing part of Posten's business is to handle the postings of parcels, thanks to e-shopping.

Show people that the Swedish Post can help everyone to e-shop, including elderly people. Media budget: zero.

Bo Brundin showed that anyone can e-shop, although he was retired and never used a computer before. He acted as a living proof and inspiration to people who already had given up.

The campaign ended earlier than expected, because of the massive support from the public, helping Bo to find all his stuff.

- The website had more than 1.2 million visits (population in Sweden is 9 million).

- The campaign was covered by some of Sweden's largest daily newspapers and national TV-channels, creating attention in media worth 9.5 times more thanproduction costs (agency fees included).- Time spent on the internet has increased by 44 percent for the age group 66-76. Experts also claim a growth of 100 million Euros in Swedish e-trade for the last 12 months.- The campaign ended earlier than expected, thanks to the massive support from the public, helping Bo to buy his youth back.

We wanted Bo to inspire elderly to start e-shopping.

72 year-old Bo Brundin will buy his youth back on the Internet by re-creating his bachelors den from the sixties in NYC. All he has is an original picture and the memories from the best time of his life. The Swedish Postal Service helped Bo with everything from digital presence planning and strategic marketing tips, to logistics and establishment of website. Bo recorded film clips with his own webcam.