We used yellow pages style ads to create interest in people and make them want to check their everyday costs. The small ads directed readers from different articles to a full size print that explained the main benefit of SEB internet bank – it gives you a convenient overview of all of your costs. This solution made the print more visible than “normal” prints – the little ads between the texts were intriguing and it also emphasised the message throughout one publication. The placement of the ads had the same message as the copy text. Accordingly to the survey (Norstat, dec 2010) 28% of the target group noticed the print and given its frequency it was a very good result. Compared to a “normal” print (another visual, one big surface) this solution had roughly 2 timed better results.
