Vienna, promoted by micro dosing by Vienna Tourist Board and Jung Von Matt
Vienna Tourist Board has created a novel way to prepare visitors for the full experience of the city, namely microdose vienna – profoundly introspective product innovation playing on the fashionable practice of microdosing, offering a chance to take a ‘trip’ to Vienna.
In close collaboration with Vienna’s renowned pharmacy Saint Charles Apothecary, six unique Viennese experiences were condensed into six digestible micro-doses. Each micro-dose containing an ingredient directly sourced from a prestigious Viennese institution reaching from Gustav Klimt’s iconic art, the city’s best vineyards, the esteemed Wiener Symphoniker, the Giant Ferris Wheel – the oldest of its kind – to Sigmund Freud and the regal Spanish Riding School.
Alexander Ehrmann, Founder of Saint Charles Apothecary and Master of Pharmacy .
“The greatest challenge lay in turning a real experience into the form of a tablet. Here, the focus wasn’t on adding a mind-altering substance, but rather on ensuring that each individual pill, to a microscopic degree, truly contained these special experiences. After several proto-types, that’s precisely what we achieved,“
List of all Viennese micro-doses:·
- Klimt’s Reflection: a pill that contains dust particles from Gustav Klimt’s Portrait of Emilie Flöge, extracted during the cleaning process.·
- Lifting Spirit: a capsule that contains genuine tartaric acid crystals, a byproduct of the winemaking process, from Viennese field blend Wiener Gemischter Satz.·
- Spinning the Wheel: a pill that contains pieces of a steel cable from Vienna’s iconic Giant Ferris wheel placed in ink, delicately applied.·
- Viennese Vibrations: a capsule that contains captured pulses from a timpani played in an orchestral setting by the Wiener Symphoniker.·
- Tune into Freud: a capsule that contains the abstract essence of Freud’s wisdom, absorbed during the time it spent in storage in Freud’s personal safe.·
- Regal Strength: a capsule that contains the essence of Lipizzaner stallions’ sweat harvested after a training session at the Spanische Hofreitschule in Vienna.
Created in a limited edition of 380 sets, “microdose vienna” has been sent to selected media representatives and content creators from the USA and UK along with an invitation to finally take a trip to Vienna. The target audience in the USA and UK can also win sets through the official landing page
Norbert Kettner, CEO of the Vienna Tourist Board comments:
“We are thrilled to launch ‘microdose vienna,’ a unique campaign that embodies Vienna’s innovative spirit and cultural richness. Through this initiative, we invite the global community to sample a taste of our city’s essence, aiming to create a meaningful connection with Vienna. We want to share a piece of our city’s soul in a novel way, proving that even a small dose of Vienna can be profoundly captivating. We look forward to welcoming visitors to explore the full beauty and depth of our city.”
Before taking “microdose vienna” it is important to notice that this product should preferably be consumed during introspective moments, at one’s own risk and by taking into account that it could stir one possible side-effect: A subtle longing for truly exceptional experiences only a real trip to Vienna could satisfy.
“microdose vienna” is the result of a joint creative workshop between the Vienna Tourist Board and Jung von Matt DONAU. The aim of this innovative partnership is to develop extraordinary communication solutions that promote the Vienna brand and set new standards.
Credits:
Agency: Jung von Matt DONAU
- Chief Creative Officer: Daniel Schaefer, Szymon Rose
- Executive Creative Director: Michael Nagy
- Creative Director: Andreas Kadenbach, Stefan Bauernberger
- Senior Copywriter: Theresa Scherrer
- Senior Art Director: Simon Herret
- Senior Account Manager: Lisa Gärtner, Alicia Rocki
Vienna Tourist Board:
- Director of Brand Management: Claudia Wieland
- Deputy Director Brand Communication: Lukas Merl
- Campaign Management: Sandra Tiller, Elisabeth Breuer
Partner: Saint Charles Apothecary
Video Production: MXR