Folkoperan is 50% financed by companies and private sponsors and 50% from tickets sales. The premiere gala is therefore an important venue to attract current and potential sponsors.

They also wanted to attract a new audience to Folkoperan.Zarah is a newly written opera about Zarah Leander, a Swedish actress and artist who accepted an offer from Joseph Goebbels and became the greatest star of the Third Reich. That stardom made her highly controversial in Sweden and the debate continues to rage even to this day: was she a Nazi or merely a careerist?

The concept for the campaign was to return to that time and its specific features. Always with a picture of Zarah with a scribbled on Hitler moustache, as if someone had passed by and put it there to make a statement. We also added the subtitle "Revered and reviled" .We wanted to get peolpe in Stockholm to attend the opera.

The goal for the opening night was that 40% of the invited people would attend; the result was 54%. All 589 seats where filled at the premiere gala. The demand for tickets exceeded the supply by 20%.

Throughout the play period the performances were sold out and the opera got very high attention in both media and press.