something about targeting the right people in the right place at the right time

For all of you who've been following Glocalnet's campaigns since 2004, the positioning of this brand is pretty clear and simple - telecommunications at the lowest price. Glocalnet, along with their head agency and long-term partner Garbergs (nominated Sweden's third best agency 2008) have, since 2004, launched a good 30 integrated campaigns to get this straightforward promise across. But with no further depth into these always-entertaining, always-effective campaigns, Garbergs latest initiative to target the youth market is perhaps not the greatest example of an opp-to-see campaign, but indeed a great example of creativity and proactivity that generates engagement with the personified target audience. Unfortunately though, for all other nationalities but Swedes - and in particular Swedish students - this guerilla-light campaign will make no sense at all. Therefore, I dedicate this this post to all of you that have a fair chance to unveil the genius idea behind this approach.