Sunlighten wanted to increase overall awareness of its brand and generate mass media visibility for the launch of its new smart sauna, and the sauna’s accompanying app, while promoting the overall health benefits of sauna therapy. Sunlighten hoped to bring awareness of both the physical and mental health benefits of infrared saunas, its wide range of sauna products and features, dispel common myths and misconceptions about saunas, and highlight the unique features that make Sunlighten a market leader in sauna products.
Saunas have been around for thousands of years, however, infrared technology saunas are a new and emerging product and experience. DPM was challenged with educating the media and general public on the scientific foundations of infrared technology and its many health benefits. It was also a challenge to explain the specific nuances and unique construction elements that set Sunlighten apart from other infrared saunas (including sound and chromotherapy). Additionally, the saunas themselves were on the more expensive side, making it challenging to be included in certain product roundups or gift guides.