Heureka launched its renewed planetarium in the retail environment
Heureka’s out-of-home campaign on Prisma stores’ Store Digital screens showed that in-store advertising works as an effective platform for different brands and marketing goals. The launch of the renewed planetarium was brought to places where families with children visit on a weekly basis.
Client: Heureka Science Centre
Key message: Heureka’s planetarium has been renewed and is now open again after a long wait
Target group: Families with children
Media: Store Digital – digital advertising screens inside Prisma stores
The campaign was part of a multichannel approach, with out of home advertising playing an important role. In-store media brought the message naturally into everyday life and was supported by social media, influencer marketing, display advertising, and selected print channels.
Retail environment reaches families in everyday life
The retail environment is one of the most frequent places families with children visit. This makes it an effective channel also for experience-based and cultural brands like Heureka.
“We have used the in-store environment before, and based on measurements and feedback, it reaches our target group very well”, says Vesa Kuokkala, Head of Marketing, Sales & Research at Heureka.
Advertising blends naturally into the shopping environment and remains memorable without being seen as intrusive. This makes retail media an attractive option also when the goal is not direct sales, but awareness and interest.
Out of home advertising as strong support for launches
Out of home advertising has been an important part of Heureka’s marketing for many years. It has been used for both launches and reminder campaigns. In launch situations, out of home advertising helps build wide visibility quickly and ensures the message reaches the target group in the right environment and at the right time.
“Out of home advertising has worked very well for us based on measurements and different studies”, Kuokkala continues.
Strong results create a foundation for future campaigns
Once again, Heureka’s campaign showed that when the message, target group, and context work together, out of home advertising is an effective channel for different marketing goals.
After a successful collaboration and positive experiences, the in-store environment is seen as a strong option for Heureka’s future campaigns as well.
“The collaboration has been long-term, smooth, and easy”, Kuokkala concludes.
