Scirus is a scientific search engine that indexes over 410 million research items. They wanted to increase awareness and position Scirus as the best search engine for relevant scientific results, competing against Google Scholar. Their campaign strategy was to emphasize that Scirus only indexes serious and reputable sources unlike Wikipedia, and that all references can be "found at Scirus.com". They created marketing materials like magazines, posters, and goodie bags that stated scientific references and papers could be "found at Scirus.com". The campaign was successful, increasing Scirus usage by 25% and gaining support from many leading universities who joined and had their repositories indexed by Scirus.

1. B2B Campaign Case
Scirus.com
where search is about finding.
Client Personnel: Amanda Spiteri
Bohemia Personnel: Marco de Boer
Melissa Agostino
Henry Tyminski

2. Situation
Scirus is the most comprehensive scientific research tool on the
web. With over 410 million scientific items indexed at the last
audit, it allows researchers to search for not only journal
content but also scientists’ homepages, courseware, pre-print
server material, patents, institutional repository and website
information.
“How can we make the relatively unknown search engine Scirus
compete against the inferior Google Scholar?”

3. Target
Quantitative
• Increase the amount of users at universities and scientific
research labs worldwide.
Qualitatively
• Position Scirus within the scientific world as the search
engine with relevant results.

4. Target group
Primary
• Students worldwide
• Scientists worldwide
• Researchers worldwide
Secondary
• Librarians worldwide

5. Strategy
Scirus indexes worldwide repositories of all major universities.
By using these indexes the search engine stays away from
doubtable content like Wikipedia and provides serious and
relevant results. Because of this source: Serious information
is found at Scirus.

6. Concept
We want to focus on the result and not on the search itself.
Scientific research uses a complex referral system. Whatever
subject you discuss or plead for you have to use superscript1
references in your thesis. ese can all be found on Scirus.
A one on one use of visual scientific reference.
Media
Magazine | Posters | Flyers | Packaging |
Fair material and hand-outs

7. Visuals
Found at Scirus.com

8. Please keep quiet! Even a micropascal1 will
be noticed and within a millisecond changes
in membrane voltage will occur,2 which
will cause an inward movement of the cochlear
outer hair cell3 proportional to changes in
membrane voltage (about 1 nm per 100 mV).4
The sound pressure level should not go
above 30 dB (6 microbars)5 and definitely not
reach anywhere near 80 dB (16 microbars).6
The tone should be kept in the range of 16 cps
to 50 or 60 cps.7 This area should be free from
disturbance: tranquil; still; noiseless; calm;
peaceful; placid; and halcyon.8 In this setting,
it may be possible to reach a degree of
contemplation,9 where the soul experiences an
extraordinary peacefulness, resulting in inner
serenity, which remains even after the time of
stillness, as profound humility.10
Basic Idea
All references are actually
“found at Scirus.com”.
1-10
found at Scirus.com

9. Introduction package
Librarians received this
package containing leaflets,
goodies and the magazine
“found at Scirus.com”.

10. Introduction package
Librarians received this
package containing leaflets,
goodies and the magazine
“found at Scirus.com”.

11. Introduction package
e magazine shows eminent
professors and scientists who
are “found at Scirus.com”.

12. Introduction package
e traditional boring fact
sheets are set up as posters.

13. Introduction package
e traditional boring fact
sheets are set up as posters.

14. Introduction package
e traditional boring fact
sheets are set up as posters.

15. Goodie Bag
At trade fairs Scirus handed out
these bags for free.

16. Results
Many leading universities joined Scirus and have their
repositories indexed by Scirus. e overall usage of Scirus
increased 25% within the year following the campaign.

17. Make a Mark.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com