The ZOO case.
How to create 200.000 extra visitors
for the Antwerp Zoo in 2009.

Knowing that
 Business objective is huge = 18 % extra
visitors
 No sense of urgency with visitors
 No felt need of returning after visit
 Weather issue
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Web 2.0 collaboration.

1.
By an interesting,
deeply emotional
story.
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Not the general Zoo story.
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But a deeply connecting,
unique story for Belgium.
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Reflecting the whole identity
of the Antwerp Zoo.
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A positive story in a world in turmoil.
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Communicated in a rigidly
authentic and genuine way.
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Not authentic and rejected:
the elephant heartbeat song.
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2.
By taking people on
an emotional,
engaging journey.
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Challenges we faced
 Campaign start :
15 december 2008 (brief mid november)
 Possible birth :
february 2009 or june 2009 or in between
 50 % mortality rate
 Keep interest going until 1st birthday
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Medium
Medium
Medium
Medium
BIG IDEA
Medium
Medium
Approach : no big idea,
Medium
declined in media. Medium
Medium
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Idea
Idea
Idea
Idea
Idea
Idea
Idea
Idea Idea
Idea
Idea
Idea
Idea
Idea
But : conglomerate of ideas, using
the most appropriate medium.
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Approach : not the traditional
marketing (and media) funnel.
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But : respecting how people
and brands meet now.
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3.
The launch.
3 key words:
- building our own medium
- eventful
- activating
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Building our own medium:
www.baby-olifant.be
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Follow the journey.
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Engage from the start.
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Engage from the start.
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Building a digital footprint
from the start.
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Launched by : massive 600m²
projections on buildings in key
cities.

Launched by : media partnerships.

Launched by : massive PR
(covering different angles of the
story).
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One we just missed ;-)
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4.
Keep the interest
going and engage
people deeper in the
story... till the birth.
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Building a community and informing
them permanently.
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Building a community and informing
them permanently.
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Building a community and informing
them permanently.
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Making the digital footprint
bigger and bigger all the time.
Zoo
... ...
Baby elephant
400.000 views (May, 21)
50 tweets/day (May 21)
blogs
8000 posts (May 21) 2000 search results ( May 21)
10.000 fans/brandpage (May 21)
90.000 views (May 21) 5/28/09
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Equip this community to be
alerted for the birth.
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Mobilize the community.
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Transform their engagement
into ZOO visits.
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Slowly building towards the climax.
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Foto Mechelse plein
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5.
Further deepening
the engagement
after the birth.
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Further deepening engagement.
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Name reveal.
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+4.000.000 birthday cards.
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Baby drink.
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What Côte d’Or missed ;-)
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Baby K birth
Where stays baby K – filmpje Birthregister
Massive projections Book your tickets online Movies birth in
Name contest Facebook slurf avatar Player & Youtube Opening hours stable
Poster Gava - BVL
Streaming Live Babydrinkl
15 Dec 28 Feb 19 Apr 13 May 15 May 17 May 19 Mei 22 May 14 Jun
Progesteron meter Newssticker: Name reveal
on site ‘hot’ news
Flickr badge
A quick view on our ideas timeline.
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6.
Some results.
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3,200,000.00 Û
3,000,000 Û
3,000,000.00 Û
2,800,000.00 Û
2,600,000.00 Û
2,400,000.00 Û
2,200,000.00 Û
2,000,000.00 Û
1,800,000.00 Û
1,600,000.00 Û
1,400,000.00 Û
1,200,000.00 Û
1,000,000.00 Û
800,000.00 Û
600,000.00 Û
400,000.00 Û
200,000.00 Û 50,000 Û
- Û
Media-investments versus Media value
Classic production/media
paradigm reversed.

High and growing number
of visits and visitors.

Growing number of online
conversations.

Growing number of
blog comments.

Growing and staggering number of
articles throughout campaign period.

A grasp from the birth articles.

Continuing press attention after birth.

Massive crowd first days.

8.243
name suggestions

41.387
people registered for updates

848.765
unique visitors baby-elephant.be

1,2 mio
visits live birth

559.824
visitors live birth

5.017
people signing the online birth register

POSITION
Zoo : part of (your) life
PROOF
The live birth
ENGAGEMENT
Follow the journey till birth
CHANGE
De Zoo = hot
Visits
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