Towards the end of 2015, Norwegian Airlines launched the first ever non-stop route between Stockholm and Las Vegas.

M&C Saatchi Stockholm was asked to create the launch campaign. But the agency didn’t focus on the predictable attractions like gambling or casinos. Instead, it offered free flights.

With one eligibility criterion. To get a free flight, people had to get married.

At a mall in Stockholm.

By Elvis Presley – broadcasting live on a digital billboard from the Little White Chapel in Las Vegas, the wedding chapel famous for its ‘on the spot’ weddings. They’d be joining a star-studded club. Previous brides and grooms have included celebrities such as Bruce Willis, Michael Jordan and Britney Spears. It’s safe to assume, though, that M&C Saatchi’s Norwegian Airlines free flight offer was the clincher.

MediaMonks created the direct link to the chapel, allowing passing couples to interact with – and get married by – the Little White Chapel’s famous Elvis-priest. Anyone brave enough to say “yes” then and there was given a free all-inclusive Las Vegas honeymoon.

“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, “ stated Viktor Johansson who married Isabel during the event.

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

Credits:

Client: Norwegian Airlines

Agency: M&C Saatchi Stockholm

Production: MediaMonks

Director: Gabriel Schock