A new digitally focused campaign by Ingenium Museums uses wayfinder cubes as cues for exploration and education.
The “Find Genius” campaign was created by agency partner Acart/G&G, for the Crown corporation that manages the Canada Agriculture and Food Museum, the Canada Aviation and Space Museum and the Canada Science and Technology Museum in Ottawa.
Directional wayfinder cubes are the creative focus, each one symbolizing an Ingenium institution with keywords hinting at the features to be found within.
“’Find Genius’ embraces the inclusive idea that genius lies within all of us, waiting to be discovered through extraordinary, everyday moments,” says Olivier Carré-Delisle, VP of digital, public affairs and commercial operations at Ingenium.
Acart/G&G CCO Alanna Nathanson says her creative team’s aim was to unify public awareness of the three individual institutions to create an overarching brand identity for Ingenium.
“’Find Genius’ creates a memorable connection to both the brand and the experience one has at each museum. It’s the emotional thread,” Nathanson says.
Acart/G&G began working on the creative after winning a three-year contract with Ingenium in the spring.
The summer ticketing campaign launched July 2 and runs through August on Meta and Google with a wide-ranging DOOH presence that includes billboards, urban panels, cinema lobbies, shopping centres and airports.
The media campaign uses a full-funnel, digital-first approach designed to take audiences from awareness through to conversion.
“It’s based on the insight that all four target groups spend over 25 hours per week on digital media, making it the most effective and scalable channel,” says Theresa Forman, partner and chief strategy officer at Acart/G&G. “Platforms and tactics were chosen for their ability to segment audiences and optimize toward conversions.”
The strategy focuses on data-driven targeting and personalized messaging at each stage of the customer journey, Forman says, with high-exposure placements like digital OOH used to boost visibility and frequency among key audience groups in relevant environments.
Ingenium traditionally markets through seasonal campaigns aligned with peak visitation periods like summer, March Break, and holiday gifting seasons, supported by “always-on” digital and partnership activities.
“We continuously optimize campaign performance and advise on budget allocation to maximize both awareness and conversions throughout these key marketing periods,” Forman says.
Founded in 1990 under the Museums Act, Ingenium has a mandate to foster scientific and technological literacy throughout Canada.
