Category: Best Use of Ambient Media: Small Scale
Advertiser: ZOO SAFARI
Product/Service: ZOO
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Keka Morelle (DDB Brasil)
Copywriter: Rafael Zoehler (DDB Brasil)
Art Director: Vitor Salioni (DDB Brasil)
Art Director: Antonio Sandes (DDB Brasil)
Illustrator: Antonio Sandes (DDB Brasil)
Photographer: Sergio Prado (DDB Brasil)
Image Bank: Shutterstock (Shutterstock)
Production Manager: Marianna Sanches (DDB Brasil)
Media Vice President: Monica De Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Patricia Rosa (DDB Brasil)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Indoor - Pet Stores - 01/04/2012
Insights, Strategy & the Idea
Everybody loves pets. The problem is that everyone has the same kind of pets: dogs, cats, goldfish. We see them every day.
To change this situation, we decided to invite people to get to know some really different animals. Zoo Safari is known in all Latin America for promoting this lovely meeting between urban and wild life.
In order to entice people’s interest in visiting this incredible zoo, an intervention was made in an unexpected but extremely strategic location: a pet store, a place with a high concentration of potential zoo visitors.
Creative Execution
A pet product brand called Wild Pet was created and made available in real pet shops.
The difference is that the products were entirely unusual: 2-metre-tall lion food bags, playing balls for tigers and leashes for elephants. Along with the interventions, the message read: have fun with animals that won’t fit in your home!
The idea was to entice people’s curiosity to visit these animals that don’t belong to the urban everyday life.
Results and Effectiveness
This unusual marketing initiative impacted the reached target, making people interact with the pieces and spread the message.
In addition, the main objective was reached: the number of visitors to the park increased and the interest in guided visits grew significantly.
Initiatives like this guarantee the survival of this great city zoo, a fascinating and unforgettable tour.