This thesis explores the effect of using a new media in the marketing mix. SL, in cooperation with Clear Channel, has covered the outside of an entire carriage, 46,5 meters long, in an underground train with an advertisement for a company. This new form of advertising has taken place in the Stockholm Underground system during spring 2005. The five companies participating in this project are MTV, the Aftonbladet/Sportsbladet, Eniro 118 118 SMS, Heinz and the Gallerian.

An empirical study has been carried through to survey the motive for companies to market themselves, their brand and product/service, by using the outside of a carriage on an under-ground train as a gigantic, mobile bill¬board. The study also investigates the commuters’ attitude regarding this form of advertising. The population for the latter survey is based on a convenient method of selection, thus making it unable to generalize the findings. In order to be able to generalize, the survey needs to be replicated, and thereby obtain a larger database, from which general conclusions can be extracted.

One of the authors’ findings is that this form of advertising has a stronger effect on younger people than older. In the surveyed population the authors found that younger are more positively disposed to advertising in general, as well as to the wholly covered carriages in the Underground system, than older people. No significant difference in perception could be found between men and women. Somewhat surprising to the authors was the large number of respondents who were unable to correctly recall the name of any of the advertising companies, out of the group that had declared they had seen a wholly covered carriage. The phenomenon in itself, the advertising, has been noted, while the message has not made large enough an impact on the commuter for the company name to stay in mind.

The authors have adopted theories about different perceptions between men and women. Theories about how messages are being interpreted by different generations have also been adopted in a deductive way.