In an era defined by stress, we set out to test if the low-key simplicity of Swedish nature could offer busy urbanites something truly unique: an inner journey to wellness.

Off the grid, in Sweden’s vast heartland, we built a series of glass cabins designed to immerse you in nature. Five people with some of the world’s most stressful jobs were invited to move in and experience nature as it should be; simple and easy to access, not daunting or needing expensive equipment. Along with leading scientists, we developed a new model for reducing stress-levels in just 72 hours. The results were clear. Stress decreased by 70% and proved a local recipe to a global epidemic – ‘The Cabin Cure’.

The cabins opened for bookings, quickly selling out and were packaged as pre-fabricated mini-hotels available for entrepreneurs to set-up across Sweden – creating a new revenue stream for Swedish tourism.

With leading scientists, we put the health effects of the close-to-nature Swedish lifestyle to the test. Five highly stressed urbanites from our target markets proved our hypothesis that just 72 hours in Swedish nature could dramatically lower stress. Two key influencers were invited to participate, securing reach in top tier media.

We employed a trickle down, two-phase PR strategy: announcing the experiment, sharing the results and making sure to engage media before it began.

The strong combination of experiment data, emotional personal stories and custom-built glass cabins enabled reach in travel, health, lifestyle, design and architecture media as well as social media storytelling.

A mini-documentary was released together with raw material, images, participant interviews and cuts for social media, enabling media to create their own content. Media with high social media integration was prioritized to spark discussion.

And the cabins were open to the public to book online.

Output/awareness:

• 240 articles in traditional media

• Total reach 683M+ in 34 countries

• PR reach 492M+; 88% message penetration

• PR value of 24M. Coverage in top-tier media for all target segments.

“This has been one of the most fascinating things that I’ve done, it’s been genuinely new and interesting – it’s had an effect on me.” (participant from the Telegraph).

“I thought this was going to be another holiday, but it really has been a life-changing experience.”(US participant)

“Remember when you were a kid and you were put in time-out by your parents? Don’t you wish you could do that to adults? Thanks to Sweden, you can. It’s a tiny glass cabin surrounded by nature, designed to help people chill-out when they’re stressed out.” (LifeBuzz)

Knowledge/consideration:

• Social reach of 191M, 68K shares

Action/business impact:

• ROI: 3000%

• Within weeks from launch, the cabins sold out to people in more than 10 countries valued at almost €70K.

• Consequently, ‘the Cabin Cure’ was converted from a campaign tool into a permanent destination.

• Swedish tourism saw the business opportunity and replicated the cabins in new locations which are now pre-fabricated mini-hotels ready to set up for entrepreneurs across Sweden – with 30 requests within weeks.

”We have bookings through the campaign page from all over the world. This has never happened before!” (Client)