Small town and Volta Studio: New life for the MfK family card
With a playful marketing campaign, the Bern-based agency Kleinstadt and the design studio Volta Studio are relaunching the Museum of Communication’s family pass. With the phrase «I don’t want to go home yet!», the online and offline campaign taps into the feeling that often prevails among children after a visit to the museum.
"I don't want to go!" - many parents know this cry of protest from their children. There is also so much to discover at Bern's Museum of Communication that there is usually not enough time to savor it all. The campaign by the Bernese agency Kleinstadt and the design studio Volta Studio ties in with this feeling - and retorts: "Then just come again!"
The Museum of Communication's Family Card costs 75 francs a year and therefore pays for itself on average from the second visit "en famille". The circle that counts as a "family" is also deliberately kept generous: The card is valid for two adults and a maximum of four children. This can include the godchild or granddaughter, the neighbor's girl or the Hüetibueb. "The offer is extremely attractive, but until now many families simply didn't know about it, even if they often go to the museum," says Florina Schwander from Kleinstadt. The agency's mission was to raise awareness of the Family Card with isolated improvements in communication and a targeted campaign.
This mission has been accomplished, says Nico Gurtner, head of communications and marketing at the museum. The measures launched at the end of November have already had an impact, even though not all the resources have been used. "We have roughly doubled sales compared to the same period last year," says Gurtner. Streetcar trailers with the current motif were on display in the Museum Tram, which ran in the city of Bern until the end of February. In addition, interested families can obtain sticker postcards with the motif at the ticket office. Animated ads and Insta stories were also developed and used on various platforms. Further measures for the current year are being planned.
Visually, the campaign addresses both the children and the parents, with a stylized child crying on one eye and bouncing happily at the same time. Ambivalent like many things in everyday life with children. "The design concept is multi-layered in thought and does not address any stereotypes," explains Isabelle Linder of Volta Studio.
Responsible at the Museum of Communication: Nico Gurtner (overall responsibility). Responsible at small town: Florina Schwander, Sarah Pfäffli. Responsible at Volta Studio: Isabelle Lindner, Selina Muth.
