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 online 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 and enabled people to use it wherever they are. Regardless if they are on Facebook, playing World Of Warcraft or strolling around town using their cell phone. 

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/media it's published in. Some examples: 

For the Underground: How much time do you have? 3min until the train arrives. 2min until the train arrives. 1min until the train arrives. Watch out for incoming train.

For Metro (the underground newspaper): 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: How much time do you have? 3 min until the stock exchange opens. 2 min until the stock exchange opens. 1 min until the stock exchange opens. OMX +9%

TV-commercial on the same theme.