• Unless you take a close look, you may not even realize that all the fun being had in this ad takes place at a museum and involves science.

  • A virtual world of discovery was created in this TV spot, appealing to kids and parents alike.

  • Young boys are hard targets for a museum to reach. What better way to grab their attention than putting their hometown in jeopardy?

  • How can you not get excited when a commercial for a museum looks like a trailer for the next great action movie?

the challenge

The Museum of Science and Industry (MSI) is a cultural institution in the Chicagoland area. From class trips to years of family excursions, it seemed like everyone thought they’d seen all there was to see. But with exciting new blockbuster exhibits and a fresh new look, we needed to convince everyone to come back.

the solution

Thrilling, hair-raising ads that reintroduce MSI as an attraction that’s new every time by highlighting new permanent and traveling exhibits. TV, print, out-of-home and online ads featured the dramatic, transforming and electrifying (literally) side of science.

the results

  • Record attendance over spring break, a critical time period—total attendance increased by 26% over 2009; paid attendance was up even further at +40%

  • 10 point improvement in unaided ad awareness 6 months after launch

  • Familiarity more than doubled for Science Storms, one of the new exhibits

  • Significant increase in the perception of positive museum “momentum”