The opera “The Masked Ball” is based on the murder of King Gustaf III in 1792. The idea behind the Direct Mail campaign is based on creating a contrast between a classical opera and modern criminology. The campaign was modelled after a real police investigation. The first mailing was a summons to attend the reconstruction of the crime (ie the premiere). The second mailing, a few week later, was the VIP programme for the opening night in the form of a folder with the complete police files – including the protocol of the post-mortem examination written by a pathologist, mug shots of the actors, fingerprints of the suspects, reconnaissance photos and newspaper articles.

90% of the VIPs invited came to the premiere. All performances were sold out a few days after the premiere.