Finnair wants to offer the best possible travel experience on their flights. Meals are a big part of the travel experience, but airplane meals are affected by several outside factors that make the experience less enjoyable. Already in 2017, Finnair launched the first Hear the Taste concept, which aims to balance the taste experience with scientific soundscapes. This time in November 2018, the mission was to create a Hear the Taste concept for the Swedish market. Finnair signature chef Tommy Myllymäki would help with the launch.
We decided to continue with the Hear the Taste concept, but in a way that’s unique to the Swedish market. The goal was to create a concept that strongly leverages a PR angle, because the budget did not allow for a massive media push.
The background noise in an airplane cabin has an effect on the taste experience. The low humming sound enhances bitter and umami tastes while sweet and salty tastes are reduced. That’s why Bloody Mary continues to be one of the most popular drinks across airlines, as the bitterness of the tomato combined with the taste of umami are accentuated by the airplane background noise. Hear the Taste concept focuses on scientific soundscapes with frequencies that have been tailored to accentuate certain tastes and to balance the whole. When we talk about Swedes and sounds or music, it’s impossible to pass by the success of the Swedish music industry. We decided that we want the Swedish launch to happen with the biggest music brand possible, someone who will create scientific Hear the Taste soundscapes together with us. Roxette was interested in our concept, and so we had the building blocks for a unique creative solution.
We took advantage of one of Roxette’s biggest hits, “The Look”, and deconstructed it into parts. Then we built uniquely tailored soundscapes together with a professor of molecular gastronomy Anu Hopia from the University of Turku. The process was a complicated combination of science, sound art and empirical research. Because sounds can also affect the way the texture of the food feels in your mouth, we tried to take this into account as well in the sound design. Roxette as the final quality supervisor naturally lifted the bar high. The concept was launched in Stockholm in November of 2018. The event was hosted by Tommy Myllymäki, and both press representatives as well as carefully selected influencers had been invited. At the event, the participants were served Finnair’s business class menu designed by Tommy Myllymäki while they listened to the soundscapes on headphones. In order to offer the Hear the Taste experience to all Swedes, we have also planned soundscapes for classic Swedish tastes: meatballs and cinnamon buns.
The Rosette soundscapes are available on Finnair's in-flight entertainment system (IFE).
The Swedish media was enthusiastic about the concept. 27 different media outlets wrote about it, the most significant outlet being Sweden’s third biggest magazine, Expressen. The earned media reached 1 702 204 Swedes. In addition, the influencer campaign's publications view through rate was particularly high at 85,28% (market benchmark 50%). In the end, earned media reached 42% more than paid media, showcasing the strong PR success.
Toimisto: Mirum Agency Oy
Toimiston kotisivu: http://www.mirumagency.com
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