After AB testing our campaign ideas with focus groups, we discovered that to resonate with the audience, humour would be the key.
Repositioning WA's leading science centre
Scitech is the leading science centre in Western Australia, delivering interactive STEM based learning to hundreds of thousands of individuals every year. It plays an important role in our society by inspiring, engaging and developing scientifically literate citizens for future prosperity.
Whilst Scitech has a very clear mission, it was recognised that many people perceived it purely as an entertainment attraction or indoor playground for the kids. Its purpose as a science education centre had unintentionally morphed into ‘fun factory’ in the minds of the public.
We were engaged to establish a new positioning statement for the organisation and in turn develop a marketing strategy that effectively re-engages the market and works towards meeting the newly defined business objectives.
Scitech first opened its doors in 1988. Many people that once visited as children were now returning with families of their own. The idea that Scitech had become a multi-generational experience lies at the core of understanding science within our own personal context.
The famous Powers of Ten by Ray and Charles Eames, 1977 explores this very idea by moving through visualisations of a concept from a distant and complex point of view through to a simplified and clear point of view. As adults, we
understand larger, abstract and more complex concepts, whereas children have a more simplistic view of the world based on their limited experience and education.
Considering this idea and recognising that Scitech is the very mechanism that enables us all to better understand our world through science, we created the positioning statement: Explore your world through wonder.
A critical part of repositioning Scitech was revitalising its brand identity. Remembering that the primary audience were children aged 6 – 12, we sought to create high levels of energy and enthusiasm through the use of vibrant colour and movement. However it was also critical that we introduced more white
space for increased clarity and focus. The result is an identity that achieves the best of both worlds by being dynamic and effective in engaging its audience with education based content.
JuiceBox continues to work closely with Scitech on the roll out of the new brand positioning across all communication channels, kicking off the December school holiday campaign with a fresh digital and traditional media campaign including
a television campaign featuring a series of animated TVC’s that represent the five key focus areas of STEM learning.
As our world continues to change, we look forward to exploring its challenges with Scitech. Our ongoing relationship seeks to improve all aspect of the customer experience and we look forward to exploring the endless
opportunities that the digital world presents in the years ahead.