Museum of Communication Turns to Mini-Guerrilla Marketing
The Museum of Communication is promoting its exhibition «Massen – Foules – Crowds» with a miniature guerrilla campaign. Tiny figures hidden throughout Bern’s urban landscape spark genuine curiosity—all without a large budget.
Guerrilla Marketing at the Museum of Communication – Think Big, Keep It Small
A guerrilla marketing campaign by the Museum of Communication is currently turning heads throughout Bern: Through painstaking attention to detail, the museum has created numerous miniature models of crowds of people and animals and hidden them in unexpected places. This charming campaign promotes the exhibition «Massen – Foules – Crowds,» which will be on view at the museum through July 19, 2026.
When the budget is tight, it's the idea that counts
Those with large budgets can generate significant market impact and achieve broad reach through a variety of advertising channels. Many cultural institutions, however, face the challenge of maintaining visibility with modest resources. The Museum of Communication has chosen the opposite approach: creative guerrilla marketing.
The figures are less than two centimeters tall—and yet these tiny scenes open up whole worlds. A tiny demonstration chants, «We are the masses!» and a flock of sheep surrounds a somewhat bewildered police officer. The models were hidden throughout Bern’s urban landscape and surprise passersby in unexpected places.
According to the museum itself, this campaign works not because it’s pushy, but because its creative design sparks people’s genuine curiosity—making them want to take a closer look.
The Exhibition: Rethinking Mass
The featured exhibition «Massen – Foules – Crowds» deconstructs the negative image of the crowd from various perspectives. It is on view at the Museum of Communication in Bern through July 19, 2026. Founded in 1907, the museum is part of Bern’s Museum Quarter and, according to its own statements, is unique in Switzerland in its exploration of the world of communication. In 2019, it became only the third museum in Switzerland to be awarded the Council of Europe Museum Prize. Last year, the museum welcomed 130,000 visitors.
For more information about the exhibition and the museum: https://www.mfk.ch
Person in charge at the Museum of Communication: Nico Gurtner, Head of Marketing & Communications – Concept and Implementation
