Norwegian Airlines took the announcement of their new flight very seriously.  Rather than employing a traditional form of advertising, like a billboard or magazine ad, the airline’s agency, M&C Saatchi Stockholm, converted a stop on their subway system to look like the Times Square stop in New York.  They went all out…changed signage to Times Square, put up wall advertisements for eateries and other businesses found in Times Square, and even hired street teams to complete the New York atmosphere.

The street teams represented a little of everything found in New York…Spiderman, musicians, dancers, and even a gospel choir.  People who encountered the event seemed to really enjoy it…they lit up social media with the selfies they took with the Naked Cowboy impersonator and the Statue of Liberty, as well as the variety of other unique performers.

The event was a one day thing, despite the colossal amount of work that had to go into pulling it off.  It wasn’t just the below ground station that was transformed, the team even continued the signage and street teams above ground.  A police officer was there to talk about New York City, along with a hot dog vendor as well as signage changes continuing the Times Square illusion.

The event was not only a fun way to reach people, it was also a way to quickly reach a large audience…more than 40,000 people go through the Nationaltheatre Station on any given day.