The challenge
According to a reputation research, science center Heureka was well-known among the target groups. The problem however was that it didn't come first to people's minds when considering free-time activities. Heureka was competing on people's free-time with activity parks and amusement parks.
The goal was to increase the top-of-mind and raise interest especially among families with kids. Heureka wanted to be seen as an equal, if not superior alternative for people looking for fun and entertainment.
The goal was to increase the top-of-mind and raise interest especially among families with kids. Heureka wanted to be seen as an equal, if not superior alternative for people looking for fun and entertainment.
The solution
Working closely with the client, a new brand concept was designed to guide all Heureka's marketing communications. A key factor inspiring our work was an attribute that made Heureka different: What sets the science center apart from its competition, is that there the visitors get to personally explore and discover – get to create the experience by themselves. Not to mention Heureka's educational value.
In the heart of the concept was an insight on how us humans, regardless of our age, are curious beings. However, our curiosity is often being suppressed, whether its by the authority of our parents or by societal norms. Heureka, however, is a place where curiosity isn't just welcomed but actually encouraged.
An essential part of the brand concept is the new brand imagery, which boldly steps outside the walls of Heureka into people's everyday lives. The imagery is a fun celebration of curiosity and childlike indecency – while still containing strong references to science and Heureka. In the long run, the aim is to produce a collection of brand images with different everyday situations.
The new brand concept was launched with a multi-channel campaign.
A new approach to exhibition advertising. As opposed to brand advertising, in exhibition advertising the setting was defined to be Heureka. Contrary to Heureka's previous approach, the key visuals and advertising now switched the focus from a single detail to the person experiencing the exhibition, while the most visually interesting attraction was used as a backdrop. This was done to highlight the fact that in Heureka, the visitor is the protagonist, the explorer.
Team
Creative Director
Iina Ratinen
Iina Ratinen
Art Director
Smuel Stiller
Smuel Stiller
Senior Creative / Copywriter
Jukka Juhola
Jukka Juhola
Strategic Planner
Anette Tuomainen
Anette Tuomainen
Project Manager
Ulla Kerttula
Ulla Kerttula
Photography
Sara Lehtomaa / Fotonokka
Sara Lehtomaa / Fotonokka
