PRODUCT LAUNCH
Sauna Alvar, Polhus
Project
The brief was to launch our new sauna, Alvar, in a way that reflects its unique character and draws attention to its details and modern, fresh design. Since the product was developed in house, it was especially close to Polhus’ heart. The challenge was to translate that feeling into the launch.
I led the creative direction for the campaign. From shaping the idea and visual expression to overseeing the production of product imagery. As part of the launch, I also created a documentary style film to support and extend the story.
Idea
Rather than treating the launch as a traditional product release, we approached it as a story. We wanted to open up the process behind Alvar and give people a sense of how it came to life.
We began with a soft launch on social media. Content that shared fragments of the story and built curiosity. This led to a dedicated landing page where the documentary, behind the scenes material, and deeper product context all came together.
The full launch was supported by email and newsletter communication, tying everything together across channels.
Results
The campaign drove strong traffic to both the landing page and the product page, with a clear increase in interest around the launch.
We saw a consistently low bounce rate, indicating that people did not just land, but stayed. They explored the content, watched the film, and engaged with the story in a meaningful way.
Overall, the campaign helped position Alvar as more than just a product. It created attention, built interest, and added a deeper layer of value through storytelling.
