Viasat OnDemand takes online services such as SVT Play, TV3 Play and TV4 Play directly to the TV-screen. It is Viasat’s flagship product, proving the brand promise Entertainment At Your Command. In order to advertise the service, we decided to try and liberate Sweden from TV-guides for real. During the whole summer, we asked people to tear out TV-guides and send them to Viasat. In exchange, they could win a Viasat OnDemand package.

On Viasat’s webpage, visitors could follow the growing collection and the drawing of the winners in real-time. By august, we’ve managed to collect 5,47 tons of TV-guides. We transported them to Scandinavia’s largest rescue training ground, SRTC, on the outskirts of Skövde. The fire fighters there train both Swedish and foreign rescue and emergency services in various risk and safety areas. On august 12^th, we built the sentence GOODBYE TV-GUIDE out of paper, cargo pallets and wood wool. We pyrographed from 60 meter’s height and kerned the letters half a meter back and forth until everything looked right.

Then we set everything on fire.

So it happens that we do traditional advertising as well. For real.