The goals for the exhibition were breathtaking. To meet the objectives, and we had to create a completely new tone of voice. A tone that built expectations in a completely new and confident way. The core message was: If you want to see this spectacular exhibition you better hurry and get your tickets. The message was spread through traditional media but the focus on social media was considerable. The campaign spot became a viral success and our efforts generated an enormous spread in social media. With lines, reminding more of the ones outside nightclubs or rock concerts, the success was a fact. The pressure was so high that two separate lines and security guards were needed to manage the inlet. When the exhibition closed down the unbelievable number of visitors was 351.400. This meant that the exhibition was the most well-attended exhibition in the Nordics ever. We also created a new behavior: pre-sold tickets for a museum exhibition.