To get attention and create buzz in the greater Zürich for the nearby Dinosaur Museum – a local family attraction that was almost as rarely discovered as its contents.

The brand fit was excellent – children naturally take to archaeology and media attention was multiplied when the police publicly informed them about the hidden bones after having been anonymously tipped off.

Creating a connection from the museum experience to the real lives of our target group by hiding fake Dionsaur bones in playgrounds all around Zurich. The bones were an invitation to a special event which included staying the night at the museum.

70% response to the hidden invitations. Reports in all local media and social media. A fully booked sleepover-event at the Dinosaur Museum which itself created media attention. 18% more visitors at the Museum since the event.