The challenge
Science centre Heureka was launching a new exhibition, for which they needed a name, visual identity, key message and a long-term marketing strategy.
The exhibition would be an immersive experience about resilience and forces of nature. The main attractions of this audio-visual exhibition were the four immersion rooms, each an abstract interpretation of a natural disaster, designed by Hungarian video-mapping artist, László Zsolt Bordos. Heureka needed a visual identity and a long-term marketing strategy for the exhibition.
Known for its educational approach, Heureka wanted to attract its main target groups; students and families with kids. The goal was to tell the importance of resilience excitingly so that the message would remain favourable for children. At the same time, the aim was to also get city dwellers and companies to see Heureka as a worthy free-time activity.
The solution
Strategy work and planning were done in close cooperation with Heureka's team. It was clear from the beginning that marketing would focus on the feeling of empowerment and learning, because as usual in Heureka, the exhibition invited visitors to participate in cracking challenges.
The exhibition was named Katastrofien keskellä (Facing Disaster), placing the visitor in the center of events and messaging about the physical setup of the exhibition, where visitors could feel the forces of nature around them inside the immersion rooms. Through the tasks in the exhibition, you would learn about the importance of cooperation – and perhaps something new about yourself. Therefore, in the visuals the focus was put into people and more precisely the human experience. The key message was phrased "An experiential exhibition about the forces of nature – and your forces”.
The exhibition was named Katastrofien keskellä (Facing Disaster), placing the visitor in the center of events and messaging about the physical setup of the exhibition, where visitors could feel the forces of nature around them inside the immersion rooms. Through the tasks in the exhibition, you would learn about the importance of cooperation – and perhaps something new about yourself. Therefore, in the visuals the focus was put into people and more precisely the human experience. The key message was phrased "An experiential exhibition about the forces of nature – and your forces”.
Contrary to Heureka's previous approach in exhibition marketing, the imagery of key visuals and advertising now switched focus from a single detail to people experiencing the exhibition, while the most visually interesting attraction was used as a backdrop. This approach was eventually adopted as the new norm in Heureka's future exhibition marketing as well (see Heureka: Brand concept).
The exhibition was introduced to the audience with a multi-channel launch campaign taking over TV, OOH, social, print and radio. Several campaigns were live during the entire lifespan of the exhibition, resulting to an increasing interest (+70%) for visiting Heureka, having a positive effect on Heureka's brand image as well as earning an honorable mention in Aikakausmedia's Print Ad of The Month competition. Despite the restrictions set during the COVID-19 pandemic, the exhibition performed well.
Team
Creative Director
Iina Ratinen
Designer / Art Director
Smuel Stiller
Copywriter(s)
Iida Mustakallio
Jukka Juhola
Strategy Lead
Jani Engberg
Iina Ratinen
Designer / Art Director
Smuel Stiller
Copywriter(s)
Iida Mustakallio
Jukka Juhola
Strategy Lead
Jani Engberg
Strategic Planner
Anette Tuomainen
Photography
Sara Lehtomaa / Fotonokka
DOP
Tapio Ranta-aho / Fotonokka
Production company (TVC)
Skål Helsinki
Director (TVC)
Tobias Andersson / Skål Helsinki
Color grading (TVC)
Sarrah Wilkman / Grade One
Anette Tuomainen
Photography
Sara Lehtomaa / Fotonokka
DOP
Tapio Ranta-aho / Fotonokka
Production company (TVC)
Skål Helsinki
Director (TVC)
Tobias Andersson / Skål Helsinki
Color grading (TVC)
Sarrah Wilkman / Grade One
