RZSS Edinburgh Zoo - Driving footfall

https://www.youtube.com/watch?v=7YURZeV7IVc

'Its more fun at the Zoo' campaign

BACKGROUND

Edinburgh Zoo is owned by The Royal Zoological Society of Scotland (RZSS). The Society was founded in March 1909, and the Zoo opened in July 1913. The Zoo is situated three miles to the west of Edinburgh city centre. It houses 1,000 rare and endangered animals including a pair of Giant Pandas.

OBJECTIVE

The core purpose of this campaign was to increase footfall and create excitement amongst the primary audience of families with children. Specifically we needed to drive them to purchase online tickets (which were up to 14% cheaper).

WHAT WE DID

We wanted to inject some fun into the campaign to reflect the experience of a visit - an unpredictable and sensory experience with no two days at the Zoo being the same. Its what sets the Zoo apart from its competitors.

Using some of the assets the Zoo already had, we created a playful look and feel to bring this to life. Simple cut outs of animals were paired with a friendly hand drawn style of typography. Whilst for TV, our characters mimicked the animals behaviour to reinforce the playful and fun nature of a visit to the Zoo.

The campaign idea ‘It’s more fun at the Zoo’ featured across via multiple channels including buses, Google Display Network, outdoor digital screens, press ads, print ads and social videos.

Latterly a joint venture between the Zoo and Lothian Buses gave us the opportunity to extend the campaign across the entire fleet of 30 number 26 buses. The public were asked to vote for their favourite and even pick the next batch of animals to be featured.

SERVICES USED