M&C Saatchi Stockholm Celebrates ‘Love on First Flight’ for Norwegian

By Erik Oster 

M&C Saatchi Stockholm launched a campaign for Norwegian celebrating the first ever non-stop route between Stockholm and Las Vegas, introduced last autumn, with an attention-grabbing stunt.

The agency set up a digital billboard in Stockholm connected to a feed from the Little White Chapel in Las Vegas, with an Elvis impersonator offering to marry Swedish couples on the spot. A few brave couples decided to tie knot on the spot, while variously amused or confused passersby looked on. Couples who tied the knot via the stunt were given a free all-inclusive Las Vegas honeymoon. Not a bad deal.

“We entered the mall to shop for winter boots and left 45 minutes later as newlyweds. I couldn’t grasp what had happened, but now we’re on cloud nine,” said Viktor Johansson, who married Isabel via the stunt.

“I’m excited about the hugely positive response this untraditional idea got during the event,” said M&C Saatchi Stockholm copywriter Nicholas Düfke. “We hope the film will be equally well received and create just as much noise about direct Las Vegas flights.”

“The campaign idea reflects the spontaneity and madness of Las Vegas and attracted the right target group: people who dare to do something different, added Sara Camursoy, head of marketing at Norwegian.

Agency: M&C Saatchi Stockholm
Client: Norwegian
Production: MediaMonks
Director: Gabriel Schock