Science Centre banks on advertising with its first campaign over a decade

Science Centre has launched its first campaign in over a decade, focusing on a different theme for each month for February, March, and May. April will not be having a theme, Science Centre said. A spokesperson from Science Centre tells Marketing that it deliberately chose those three months to coincide its campaign with Valentine's Day, the March school holidays, and Mother's Day respectively.

The campaign uses stories to appeal to its consumer's sense of nostalgia, as well as encourage them to make new memories at the Science Centre. A series of three short films will be released each month according to the theme, and each video launch will be supported by on-ground and social media activations to engage guests.

For February, its film aligns with Valentine's Day, encouraging couples to visit the Science Centre as a date spot. The film follows two science-enthusiast best friends as they explore new connections through their common love for astronomy. The two friends explore Science Centre's omni-theatre and its observatory deck as well.

Released on 4 February, the spot has garnered approximately 73,640 views on the Science Centre's YouTube channel at the time of writing.

Additionally, according to a press release, Science Centre will also be introducing online and onsite activations and activities in February, which includes a light display at the Fibonacci Terrace. This is in a bid to create meaningful connections with guests. The centre is also offering guests a complimentary stargazing session at its observatory deck on the evening of 14 February. Aside from that, Science Centre will also be running an online contest encouraging members of the public to share their fondest memories at the attraction. The top three entries will stand a chance to win a year-long family membership pass to the Science Centre.

For the month of March, Science Centre will be releasing its second film according to the theme "A place to awaken your curiosity". The video will feature a budding young scientist who was inspired during a school excursion to the Science Centre, and begins to learn science magic tricks. The theme for March is aligned with the March holidays in schools, encouraging families to bring their children to visit the Science Centre.

As for the month of May, according to theme "A place to create dreams", Science Centre will be releasing its third film featuring a time-strapped mother and her ever-inquisitive daughter. The film promises to be heart-warming as viewers journey with the two characters, watching them bond through tinkering craft and play. The film is aligned with Mother's Day in May.

The campaign aims to remind people of the fond memories they had at the centre and inspire them to plan for their next visit. In a statement to Marketing, Gerald Tee, director of marketing and communications, Science Centre Singapore said the campaign is done in collaboration with AKA Asia (PR and social media), Little Red Ant (creative) and OMD (media). He added that it will run with online media placements on YouTube, Facebook and Instagram, and will be complemented with in-cinema exposure that will start later this week.

When asked why the Science Centre is launching a campaign after over a decade, Tee said the centre over time has been perceived as a place mainly for families with young children, students and school excursions - a place that one outgrows with time. So with the new campaign, the centre aims to remind its guests of the fond memories and lifelong connections that have been, and can be, created at the Science Centre across all ages through this campaign. Tee added that the Science Centre will be monitoring guests’ footfall and online engagement as part of its ROI, but declined comment on the allocated budget for the campaign.

In light of the recent coronavirus outbreak, Tee told Marketing that the Science Centre will be closely monitoring the situation and rescheduling or scaling down large-scale events. He added that the centre has strengthened its cleaning regime and its guests and staff have been advised to practice good personal hygiene. "The well-being of our guests and staff remains our top priority and we will continue to act in accordance with government health advisories," Tee said.

Lim Tit Meng, CEO of Science Centre Singapore, said its goal at Science Centre is to inspire its guests to relive their sense of wonder through science. “We hope that through this campaign, guests will remember Science Centre beyond just a place for school excursions, but one where lifelong connections can be forged, possibilities can be reimagined and where dreams can come true,” he added.

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