PARUPU for Sodra Cell

PARUPU

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Industry Stationery, Corporate Communication
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: SÖDRACELL
Product/Service: PAPERPULP
Copywriter: Nina Åkestam (Gabergs)
Art Director: Karin Ahlgren (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Graphic Design: Beatrice Sztanska (Garbergs)
Account Manager: Cilla Beckeström (Garbergs)
Account Director: Jan Lindforss (Garbergs)
Digital Director: Carl Bock (Garbergs)
Media placement: Posters - Milan Design Week - 22 April 2009
Media placement: Book - Milan Design Week - 22 April 2009
Media placement: Display Material - Milan Design Week - 22 April 2009
Media placement: Paper Bags - Milan Design Week - 22 April 2009
Media placement: Website For Documentation - Milan Design Week - 22 April 2009

Summary of the Campaign
How does a Swedish company, unknown to a broad audience - in an industry generally regarded as old fashioned and dull - attract the global attention and participation in taking on the challenge of making paper the most interesting material for the future? We created Parupu, a children’s chair made entirely from paper. Parupu was exhibited at Milan Design Week, where we used the material of the chair to create a display environment focusing on the target group of both Parupu and sustainability in general – the children. In every part of the campaign, children get to challange the material of Parupu. The exhibition in Milan led to over 100 editorial aticles world wide, 29 000 website visits and 15 highly interesting business opportunities for Södra. The demand for the material of Parupu, DuraPulp, has led to an entirely new promising business area at Södra, as well as a Pulp and Paper Award for best innovation in 2009.

The Goal
The goal with the project was to create a big buzz outside our traditional markets. To do something unexpected that would generate media attention and catch the eye of potential clients in new industries, leading to website visits (the goal set was 5 000 visits) and ultimately new business opportunities.

Results
The exhibition in Milan led to over 100 editorial articles world wide, focus spanning from lifestyle, design, business to technology and pulp/paper. It also led to more than 29.000 website visits from 141 countries. A year later, Södra has found 15 highly interesting business opportunities as a direct result of Parupu’s Milan launch and visits to sodrapulplabs.com (quite a lot in an industry where the entire client base today consists of some 100 paper mills). The demand for the material of Parupu, DuraPulp, has led to an entirely new promising business area at Södra, as well as a Pulp and Paper Industry (PPI) Award for Best Innovation in 2009.

Execution
Every step of the Parupu project, from the idea to the final product, was documented and presented on a new website, sodrapulplabs.com. Pulp Labs is a web based open lab environment, that is continuously developing as different projects proceed. Parupu was exhibited at Milan Design Week in April 2009, where we used the material of the chair to create a display environment focusing on the target group of both Parupu and sustainability in general – the children. In posters, catalogues, media kits, on the web and in the display itself, children get to challenge the material of Parupu. The fair catalogue even concealed a coloring book, and was handed out with a box of crayons. As many visitors of Milan Design Week have kids at home that they need to bring home gifts for, the book was very appreciated. At the same time, we found a way to sneak into the living rooms of some of the world’s most important journalists and designers.

The Situation
Being the world’s third largest producer of paper pulp, Södra is renownd within the industry for it’s quality and superior customer service. However, the big challenge ahead for Södra is to foresee, understand and adapt to the future use of the paper based materials of tomorrow. In order to take on that challenge, Södra needs to find new ways of communicating and collaborating with people outside the traditional paper industry. People that don’t know about Södra might also find the pulp paper industry as something representing the past rather than the future.

The Strategy
Seeing is believing. By creating Parupu, a children’s chair made entirely from paper pulp, we could demonstrate a completely new use of paper materials. We could also change people's perceptions of what paper is today, to what it could be tomorrow. Choosing Milan Design Week for the launch was a conscious strategy to ensure good media coverage, and global attention in industries that normally have never heard of Södra.