Thinking. And Drinking.
Together at Last.
Thursday Nights at San Francisco’s Exploratorium
Client
Exploratorium
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
Research, Measurement & Analysis
Media Planning & Buying
The Challenge
The Exploratorium is San Francisco’s go-to science museum for throwing your five senses a surprise party. To create buzz (in more ways than one) with an adults-only audience, they turned to us to boost flagging attendance for their cocktail-fueled Thursday night fetes.
Strategic Decision
Aim marketing at intellectually curious urbanites looking for a socially-lubricating twist on date night.
The A-Ha Moment
Quenching your thirst and feeding your mind blends perfectly.
The Exploratorium’s exhibits are full-blown cognitive and sensory experiences that play with your perception. So we created work that did just that—take the museum’s “head-tilting” factor and bring it outside their walls.
The Creative
We drew viewers in with our print and outdoor work by intentionally making the ads “interactive” …
… when you look straight on, you get one message. Contort your cranium a bit, and you get another.
We truly flipped listeners’ perceptions with our radio spots. Click ’em to get an “ear-tilt.”
We told our target audience to leave the sourdough bread and whining sea lions for that visit from their parents …
… It was time to bring out their inner brainchild and reserve Thursday nights for cold cocktails and a sensory smack-down.
