Background

77 percent of Swedes do not want their invoices in the mailbox. More than half have received a reminder in the past year. It's not just forgetfulness – it's a system error.

Amili wanted to highlight the issue of outdated invoicing and demonstrate that the solution already exists. With consumer data from Trakkster, it became clear: it's not more reminders that are needed, but the right channel, timing, and tone.

The Task

We were tasked with creating a campaign that pinpoints the issue – without pointing fingers. It needed to stand out visually, feel simple, and convey a clear message that both finance departments and consumers understand immediately.

The Solution

We built the communication on a single word: spam. The message “Are you invoicing spam?” was placed in urban environments with high daily presence, like the subway in Stockholm. Visually, we let a trash bin fill with lost deliveries – with the number 77 placed right in the middle.

The tone struck a balance between lightheartedness and seriousness. We explained the issue in social channels and invited people to read the report. Trakkster provided the insight, we crafted the expression.

Results

The campaign sparked engagement both internally and externally. It changed how people talk about reminders – from technology to emotion. An example of how strategy, insight, and creativity together can turn something as mundane as an invoice into something that actually resonates.