A text message is Direct Marketing in its most personal form. Shortly before Christmas 2014 a large number of parents in the Farsta area (a suburb south of Stockholm) received a text that they might not want anyone else to see. It said that there was a gift for their child, gift wrapped and addressed, for them ready for pick up in their local shopping mall. Someone unknown had bought a Christmas present for their child and left it in the mall because the parents could not afford it themselves.
The gift from Farsta is the story about how a shopping mall and its customers together made Christmas eve better for over 2000 families in need. And about how a simple text message became the most longed-for direct marketing unit.