Vasabladet is the 2nd largest swedish speaking newspaper in Finland. By tradition the media buyers in Helsinki believed that advertising in the bigger Hufvudstadsbladet would be enough to the reach their clients customers. When in fact they missed half the population in the Vasa region that read Vasabladet instead of Hufvudstadsbladet. Our commission at Welinder was to get these media buyers (mainly female) to “think big” and consider Vasabladet.