Folkoperan held a special event about opera performance two evenings at the end of March. It was called Opera Showroom. Since several artists were involved and no one seemed to know what the end result would be, we decided that the advertising should focus on the fact that entrance to the Opera Showroom would be free.

Our creative strategy was to let each media channel speak its own language and let the unconventional opera really stand out. We sent fluffy pink hand cuffs as VIP invitations, held events around the city, ran print ads and outdoor advertising, had 'peep show' viewing stations strategically placed so people could get a preview of things to come. In brief, we dared to push the borders and put trust in having a strong concept.

The campaign was frequently mentioned in public service media as well as blogs, tabloids, evening press, morning papers, radio and TV, and a buzz was created in social media. Even though the campaign got people’s attention, our success as communicators is judged by how many tickets are sold. And therefore it was extra rewarding that Folkoperan met its budgeted goal in sales. Also we helped to change the perception of opera. Opera can be daring, fun and unconventional – it doesn’t have to be a refined cultural experience.