guerrilla marketing for Pop Up Sauna: concept & Design
Insight: Mobile, fire-heated Pop Up Sauna mostly aimed at ski touring enthusiasts has been struggling to attract customers to it’s remote mountainous location. Decision has been made to move it to Telegrafbukta (also called by the locals “Bukta”), just 10 minutes bus ride away from city center. New location had to be announced and new customer groups addressed.
Idea & Solution: Awakening interest and informing about the product among young people of Tromsø through guerrilla marketing in the city. Execution: minimalistic stickers with quirky sauna-related puns & branding elements already recognizable by Pop Up Sauna fans. Hashtag #saunainbukta visible as the only clue on each sticker would lead to Pop Up Sauna’s social media profiles that would include a teaser & the new location.
Work done: Concept, Copywriting, Graphic Design
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