SAUNA INTERNATIONAL LAUNCH by SAUNA INTERNATIONAL,FLOOR 5 for SAUNA INTERNATIONAL

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SAUNA INTERNATIONAL LAUNCH

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR
Market United Kingdom
Agency SAUNA INTERNATIONAL,FLOOR 5
Executive Creative Director Mikko Savinainen
Creative Director Bartek Rams, Miika Vaso
Art Director Jens Pieper
Photographer Nicolas Kantor
Released September 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: SAUNA INTERNATIONAL
Product/Service: PRODUCTION COMPANY
Agency: SAUNA INTERNATIONAL
Agency: FLOOR 5
Date of First Appearance: Sep 1 2010
Entrant Company: SAUNA INTERNATIONAL, London, UNITED KINGDOM
Entry URL: www.saunainternational.tv
Executive Creative Director: Mikko (Sauna International)
Creative Director: Miika Vaso (Burnin' London)
Creative Director: Bartek Rams (Publicis Warsaw)
Art Director: Jens Pieper (Floor 5 Berlin)
Graphic Designer: Isabella Thaller (Bell)
Website: Thomas Ragger (Rag)
Photographer: Nicolas Kantor
Special Effects/Make Up Artist: Martin Schäper (Design of Illusion Berlin)
Make Up Artist: Susan Küchler
Wardrobe: Linda Ehrl
Media placement: Internet - Facebook - 1 September 2010
Media placement: Internet - Myspace - 7 September 2010
Media placement: Internet - Wikipedia - 3 October 2010
Media placement: Internet - Sauna Website Launch - 1 November
Media placement: Video Trailer - Mail Out To 2500 London Agency People - 15 January 2011

Describe the objective of the promotion.
To promote director Mikko and his new London based production company Sauna International. As a talent of many different styles and an award winning director, Mikko had for long been against advertising industry’s tendency to pigeonhole the directors. He also wanted to open his own production company with a bang and make it look far bigger than what it actually was…

Describe how the promotion developed from concept to implementation.
Mikko multiplied himself to 6 alter egos, directors, whose reels feature the different styles of his work. Backgrounds were written and prosthetic masks made. After a photoshoot Sauna directors were born.
They collected industry friends on Facebook. Myspace and Wikipedia followed. When the 'directors' had enough friends and hits to feel real in the virtual world, the Sauna website was launched. A video mail out saw Mikko playing all the 'directors'. Flyers and posters of them appeared in various industry gatherings. Milton and Charity offered their escort services, Rikki was selling his car, Dee and Ady were headlining a DJ festival.

Explain why the method of promotion was most relevant to the product or service.
There are many directing collectives who pose as one, but no directors who pose as many - albeit many directors are able to handle different styles. The use of alter egos is common in literature and music. Besides being a clever way of making a new company appear much bigger, and a great vehicle for seeing more boards, the stunt has put some fun back in to the business. New production companies open all the time and rarely anyone do anything different. The agencies and colleagues who have discovered the gag have genuinely loved idea and the comment that it makes.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The opening of Sauna was widely noticed in the industry press, including Shots and The Reel, most of them have still no idea that the directors they wrote about do not actually exist. Milton, Barry and the guys receive boards on weekly basis and Charity Fisher has got quite a few requests for a date, mostly from married (and therefore unnamed) male producers… Besides the fun Sauna has now four other (real) directors alongside Mikko, representatives in six different countries, and the first quarter of the year saw a 300% increase in turnover from 2010.