The competition for the young adults is fierce in telecommunications. In 2017, Telenor Yng was launched - only for those between the age of 18 and 28 (aka the advertising skeptics). The strategy was built on insight about the target group's life and needs - and the creative concept had to be on their terms as well. Through the period of 2017-2019, Telenor Yng, used influencers with real stories and in a unique way to reach out to the target group - to make Yng the preferred mobile subscription for young people.