Norwegian Airlines had just launched a brand new direct route: Stockholm to Las Vegas.

To dramatize our city’s new-found proximity to reckless, spontaneous, anything-goes Las Vegas we dared Saturday shoppers to say ‘I do’ – and get married on the spot.

We didn’t want to focus on casinos or nightlife, wild as they might be.

Instead we used our digital billboard to create a live link-up with Vegas’ most famous destination: The Little White Chapel. Home of the spur-of-the-moment marriages and celebrity nuptials.

With the Chapel’s world famous Elvis priest in residence, the live link-up invited passers by to take the plunge and say ‘I do’. Right there and then. And if a legally binding wedding wasn’t enough, we threw in a free all-inclusive Las Vegas honeymoon too.

As the digital billboard was entirely live (nothing was staged or pre-arranged) we had to hope shy Swedes would embrace the Vegas recklessness and take the plunge on the day.

And they didn’t disappoint. Five incredible couples stepped up to the challenge and up to Elvis’ altar. Unsurprisingly, the on-the-spot weddings sparked a flood of real-time social media coverage – and when a film of the event was released three days before Valentine’s Day, coverage spread internationally.

Will the marriages work? It’s too early to tell. But one thing’s certain: the campaign did.

Stockholm to Las Vegas flights sold out after the campaign period with fares for that specific route an unprecedented 7.5% rise. And with with turnover 16% higher in Q4 2015 than 2014, Norwegian enjoyed their highest passenger figures to date. A 19% increase in Nordic-Transatlantic routes were the biggest single contributory factor to those record sales.