| Title | EAU DE PORI |
| Brand | THE CITY OF PORI |
| Product/Service | THE CITY OF PORI |
| Category |
B01. Use of Ambient Media: Small Scale |
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Entrant
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STAART Helsinki, FINLAND
|
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Idea Creation
|
STAART Helsinki, FINLAND
|
Credits
| Juuso Kemi |
Staart Oy |
creative director |
| Jussi Pohjola |
Staart Oy |
COO |
| Jonne-Pekka Stenroos |
Staart Oy |
Art Director |
| Henrik Wetterstrand |
Staart Oy |
Copywriter |
| Juho Saine |
Staart Oy |
Junior AD |
| Anssi Koskinen |
Staart Oy |
Art Director |
| Marika Mykrä |
Staart Oy |
Developer |
| Paula Kangasniemi |
Staart Oy |
Project manager |
| Juha Laitinen |
Staart Oy |
CEO |
| Salla Rajala |
City of Pori |
Unit Manager, Communications at City of Pori |
| Elli-Mari Sulonen |
City of Pori |
Communications planner |
| Marika Virtanen |
City of Pori |
Communications planner |
| Karla Viitala |
City of Pori |
Communications planner |
| Anna Kyhä-Mantere |
Visit Pori |
CEO |
| Lauri Kilkku |
City of Pori |
Director |
| Mikko Kotiranta |
Prizztech |
Project manager |
Why is this work relevant for Brand Experience & Activation ?
What's the least used and most unconventional brand asset that is at the same time one of the most experimental ones too? The scent.
The Eau De Pori, the urban fragrance based on an actual city’s real aromas, is an example of comprehensive brand building through the next level use of experience design at its best. Instead of bombing people with ads we build a product that is usable, has a story and comes with a huge talk-value.
Background
The city of Pori is a small city in western Finland. It has a population of 85 000 inhabitants. How can a city that small stand out from fierce competition in place branding without famous attractions and huge budget?
Describe the creative idea
Let's turn the smells of the city into a saleable perfume!
Describe the strategy
Because of the low budget, we had to count on earned media. The city of Pori competes with other cities in Finland who can buy themselves in the minds of the people with big campaigns, we tried to do the same thing with an idea so interesting and uncommon, that it could spread by itself. The target audience was the people of Finland.
Describe the execution
The city of Pori invited talented perfumer Max Perttula to sniff around the city and construct a perfume out of those experiences. We documented Max's trip to Pori and made an online film about his journey to the most iconic places in the city of Pori. This way we could show the city at the same time as we documented Perttula's work. The video was published in the city of Pori Facebook page.
The Eau De Pori unisex fragrance was launched at the Porispere rock festival. During the festival, the first batch of the product was sold out in few hours. The next bath was launched in an online shop, shop.visitpori.fi, and in Visit Pori's store in city Pori, and it also sold out in few hours.
We earned a lot of media, for example, Eau De Pori was tested live on national television. Also, social media was on fire.
List the results
The perfume sold out twice for a price of 39€/bottle. Over 500 units sold so far and the next batch will be 1000 units (population of the city of Pori is around 85 000). The first bottle of perfume was sold in an internet auction (for a price 450€) and the money from it was given to charity.
It’s been a huge discussion point on social media and the perfume has been featured in national media several times: in radio, television, websites, and magazines. Hundreds of people are still queuing online to get the perfume when the next batch is produced.
And most of all, the city of Pori earned media and lifted its brand awareness to new heights.