For minds of their own

Science Centre Heureka was already well known, but it needed to come to mind more strongly as a leisure-time choice, especially among families with children. We built Heureka a master concept that gave its marketing communications a clear thread for years to come.

Our insight

Heureka is not only competing with amusement parks for families’ free time. It competes equally with every other way people choose to spend their time. That is why Heureka could not be marketed only as a place where you learn science and become smarter. It needed to be seen as a place where everyone’s own curiosity is allowed to run free: a theme park for the mind, made for curious, independent thinkers of every age, background and skill level.

Our solution

We built Heureka a marketing master concept, a clear message hierarchy and a defined tone and style for communications. The concept’s main message, You come up with all kinds of things when you use your own head, captured the core of the Heureka brand and invited people to experience Heureka in their own way.

Following the new concept, we also renewed the approach to exhibition advertising. The focus shifted from individual exhibition topics to the person exploring, experimenting and discovering things for themselves.

Facing Disaster showed how curiosity can help us face the forces of nature and find our own strength when disaster strikes. The Power of Play showed the same idea in a lighter way: through play, experimentation and the joy of discovery.

Our impact

Our work gave the Heureka brand a distinctive way to talk about curiosity and carried the same idea naturally into exhibition advertising. The campaigns were remembered, interest in visiting Heureka grew, and the advertising strengthened the brand image in a positive and unique way.

Mitä tehtiin

Marketing concept
Campaign planning
Art direction
Photoshoot planning
Social media advertising
Out-of-Home advertising
Television advertising
Influencer marketing