In the campaign for Sydsvenskans Daily News tip-off number, we wanted people to be prepared to use the camera on their mobile phones whenever they notice something newsworthy. Since the newsworthy events often take place outdoors, we concentrated the solution to outdoor media.

The amount of tip-offs sent to Sydsvenskan Daily News increased by 241% as a result of the campaign. Consequently Sydsvenskan Daily News passed the market leading magazine on tip-offs in the region.

We rebuilt a Eurosize-poster into a giant see-through mobile, so that passers-by could catch the action on the other side. The message of the campaign was 'MMS 71234 when something happens'.

The giant see-through mobile was a real head-turner; passers-by could catch the action on the other side which involved the audience in the product. On top of that the message of the campaign was simple and comprehensive: 'MMS 71234 when something happens'.