Why advertise in the tabloids? When it is the ambient solutions that become the hot topics in the industry and scoop all the awards? When the hip creatives want to do really crazy stuff for a really small and young target group? When the interest in newspaper advertising drops in favor of more alternative media channels, urinals for example? Well, to begin with, you reach 3.9 million Swedes. No pub toilet has so many visitors in one night. The evening papers ad package Impact would like to highlight this fact in their summer campaign. How? Well take a look at this case study.