We utilized an unexpected audio media; We created "The Turn Me On Sex Line". A genuine erotic phone service for teenagers. It was free of charge and didn’t show up on the phone bill. It was suitable for teens with prerecorded sex stories, but like the movie they were uncensored, raw and honest.  When calling you chose if you’re a boy/girl, and if you’re into boys/girls. Based on your choices, you got to listen to an erotic story lasting approximately 5min. We advertised the sex line in places teens hang out - festivals, festival hotels, shopping streets and malls. Promotional material such as condoms and door hangers had info about both the sex line and the movie. On top of that, we also made this radical solution to achieve user generated buzz.

'Turn Me On Sex Line' got more than 7,000 calls, and people spent an average time of 2.15 min per call. The Facebook page (shared by both the movie and the sex line) increased from 2,000 to more than 19,000 fans in the 4 days leading up to the première.

The movie went straight to No.1 on the opening weekend. The client wanted to sell 100,000 tickets (equals 1/3 of Norwegians between 16-20); a far-stretched goal. In the end 111,918 tickets were sold (Norwegian population= 5m).