Part the U-505’s and other submarines’ strategy was the element of surprise. In today’s world of mass media and messaging, an element of surprise is a good way to get a consumer’s attention.

To build awareness of the return of the Museum of Science and Industry’s U-505 Nazi German submarine, which was a popular establishment in Chicago, after a three-year period of restoration. In addition, to create awareness with those previously unfamiliar with U-505’s presence in the city and its place in history.

At a cost of only $30,000, the hatch decals helped raise attendance at the museum 34% in 2005. Of the top 10 museums in Chicago, the Museum of Science and Industry was the only one to experience an increase in attendance.

One of the many distinctive features of the U-505 submarine is its hatch. Functionally and symbolically, the hatch provides access into the submarine and its secrets, just as the exhibit provides access into the submarine, its secrets and the events surrounding its capture.

More than 200 decals of the U-505’s hatch were placed over manhole covers, as well as on sidewalks and other high traffic areas. The decals announced the return of the U-505 and were approximately the same size as the actual hatch on the U-505. Placing the hatch decals over manhole covers was a great fit for two reasons. One, both the hatch decals and manhole covers are about the same size. Two, both lead to something underneath, something below the surface. The exhibit itself also takes you below the surface of the submarine and the extraordinary events surrounding it.