After the research period of this project, I chose to focus the campaign on the fact that there is an authentic egyptian mummy in the museum. I called the campaign "Finn Mumien" ("Find the mummy"), and constructed it like a treasure hunt. Always encouraging people to look for the mummy, without revealing that the Cultural Historic Collections are the ones behind, untill the user is there.

This campaign will work in three steps. Firstly, through a banner ad on websites, encouraging people to download a smartphone application, helping people in the hunt, and through ambient posters showing the way as they get closer.