How much time do you have?

Client: Svenska Spel, Sweden's state owned gaming company.

Brief: Protect Svenska Spel's position against foreign competition by establishing us as the responsible company.

The solution: Svenska Spel is the world's most responsible gaming company. To inform the public of the work Svenska Spel does, we decided to promote one of their tools for safe gaming: the time limit. When you play poker at svenskaspel.se, you have to state in advance how long time you want to spend playing. This has proven effectiveness in preventing gaming addiction. We made the tool mobile.



To promote the tools, we created a print campaign where the reader in advance can choose how much time he wants to spend reading. Depending on his time limit, he recieves different amounts of information. The ad is adapted to the paper it's published in. Some examples:


For Metro: How much time do you have? I have 3 stops left. I have 2 stops left. I have 1 stop left. I'm reading over my neighbour's shoulder.


For economy sections: 3 min until the stock exchange opens. 2 min until the stock exchange opens. 1 min until the stock exchange opens. OMX +9%


For sport sections: 3 min until the second period. 2 min until the second period. 1 min until second period. Penalty!

TV-commecial on the same theme.