Jung von Matt prescribes ‘microdose vienna’ for Austrian capital’s tourist board


German agency Jung von Matt has come up with an innovative new campaign for the Vienna Tourist Board, which centres around a special limited edition ‘microdose vienna’ pill.

Vienna – known for its opulent architecture, artistic and musical excellence, its illustrious history, outstanding culinary creations and remarkable thinkers – is so abundant that for some, it can almost feel overwhelming.

That is why the Vienna Tourist Board has created a novel way to prepare would-bevisitors for the full experience. Microdose vienna is a profoundly introspective product innovation playing on the fashionable practice of microdosing, giving you the chance to take a ‘trip’ to Vienna.

Creating ‘microdose 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.

“The greatest challenge lay in turning a real experience into the form of a tablet,” said Master of Pharmacy  Alexander Ehrmann, Founder of Saint Charles Apothecary.

“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”.

The Viennese microdoses

  • 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  https://www.wien.info/en/microdose

Norbert Kettner, CEO of the Vienna Tourist Board, said: “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.