MUZEIKO STEAM UNIVERSE & QUEST DAYS
STRATEGY – CONCEPT - COMMUNICATION
BAPRA Bright Awards for Innovation in PR & Digital PR
THE SCIENCE OF PLAY
When it comes to science you don’t think it’s child play…
Unless it is – exactly this indeed!
MUZEIKO is one of a kind experiential science “museum” for kids, based on a disruptive STEAM model where learning and experimenting with Science – Technology – Engineering – Arts and Math is done through a lot of fun and play.
SOUNDS FANTASTIC…BUT
For 5 years, MUZEIKO has grown rather organically in its core audiences and still, attracting new audiences beyond the fan base was a huge challenge for them and as a result – museum outcome and awareness levels significantly dropped – especially after 2 pandemic years.
WE TOOK THAT PLAY SERIOUSLY…
Rolled sleeves up to EXPRESS brand character high UP and connect the dots between MUZEIKO and its new potential audience!
AND EMBARKED ON A STEAM JOURNEY STEP BY STEP
2 strategy based steps to EXPRESS brands’ “the best” in 6 months.
Project scope - 6 months work:
Strategic & Insights preparation work;
Brand communication positioning & Territory, Tone-of-voice & Brand STEAM story; Brand communication equipment: Campaigns identity & Design, Digital communication strategy; Planning & Optimization, Entertainment show concept & Production, Image & Awareness campaign; Social media & Digital
platforms; Content & Video production; 6 months Digital activation & on spot event support
STEP/PHASE 1: BRAND BUILDING AND AWARENESS – clear POSITIONING focus
A WHOLE STEAM UNIVERSE TO EXPLORE
Defining MUZEIKO as the ultimate magical place under the STEAM territory and shifting people’s perception for Science Technology – Engineering – Arts – Math from “Ohh, it’s boring” to “Wow, what a magical place”.
-> 2 month’s digital campaign in main platforms (FB, Instagram, YT, Google) with strong focus on:
S-T-E-A-M letters. Handcrafted to express the true character and meaning behind them with series of video and photo content
STEAM UNIVERSE READY TO BE EXPLORED – captured and shown in a magical image video
STEAM web experience – STEAM crew and interactive discovery of letters on special landing.
STEAM Night in MUZEIKO – special limited event with STEAM treasure hunt launched after the campaign start. Registrations through the campaign web landing – all booked in less than 48 hours.
STEP/PHASE 2: SHOW-HOW EXPERIENCE – focus on the unique game type of experience for families
Showing in a disruptive way how unique it feels & looks from inside – “The coolest family STEAM place”.
MUZEIKO STEAM QUEST DAYS
Experiential branded content show
After clear brand positioning was set, it was time to SHOW the unique Muzeiko experience in detail and trigger an interest for valuable family time there.
We created “MUZEIKO STEAM QUEST DAYS” – a digital first entertainment quest games show designed for 7+ kids and parents:
2 INFLUENTIAL FAMILIES became ambassadors and embarked on specially designed STEAM action quests on 2500 sq. m. Muzeiko terrain.
Further, based on their experience, we developed added value branded content digital campaign presenting:
- 2 QUEST DAYS
- 4 UNIQUE QUESTS FOR EACH FAMILY
- INFLUENTIAL PRESENTATOR
- ALL HAND CRAFTED stage decors
- DIY & STOP MOTION identity
In a 3 month period we spread the campaign based on an entertainment show approach starting from trailer, going through family accents, full episodes plus short formats for MUZEIKO channels.
FINALLY WE MADE IT – FANTASTIC RESULTS
Best results are the new fans – 2022 managed not only to show recovery from the pandemic but also to state significantly better results than the strongest prepandemic year – 2019.
154%+
more visitors for July-December 2022 vs. 2021
122%
more visitors for July-December 2022 vs. prepandemic year 2019
Digital campaigns results
(summarized from 2 phases, based on Meta and Google data for the period of the campaign: July-December 2022)
4 200 000 impressions in total (Meta and Google)
Facebook data:
300K+
unique people reached
64K
unique full video views (considering long length episodes)
CPV of0,01€
minimum cost, maximum effectiveness
100K
engaged users with on page content on FB and IG
CPE of0,004€
close to zero CPE
Google and You Tube data:
1M+
hours of view time
441K
video views from You Tube in-stream
47%
of all video views are full video length views