The campaign had a clear focus on activation: More than 16.000 people were brought to an opera event on a public square in Zurich, Switzerland. To achieve this ambitious goal, real opera singers went to the city and commented with opera singing on everyday situations. The target audience was surprised by this publicity stunts and received a clear promotional message: “Opera is for everyone. Come to the upcoming opera event and experience opera at its best.”

No poster campaign could possibly have had this strong effect on our targed audience as the opera singers themselves.

The claim of the event was taken literally: The opera was brought to the streets of Zurich four weeks before the event. Four professional opera singers commented on everyday situations in perfect opera manner. Following the live event, film sequences were used to create virtual invitations. Fifteen of these invitation videos were posted on the Zurich Insurance Facebook page, shared via social media and generated a high level of awareness for the upcoming event.

The promotion immediately made it to the news. The whole City of Zurich talked about the publicity stunt and the upcoming event. And with over 16,000 people attending, Zurich Insurance proved that opera can be a great, fun and free experience for everyone. And some more figures: The videos of the publicity stunt created 2 million views, we counted 8 million post-impressions and an incredible amount of 18,000 new page likes