BTP case : Baby Elephant - Zoo Antwerpen

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    BTP case : Baby Elephant - Zoo Antwerpen - Presentation Transcript

    1. The ZOO case. How to create 200.000 extra visitors for the Antwerp Zoo in 2009.
    2. Knowing that  Business objective is huge = 18 % extra visitors  No sense of urgency with visitors  No felt need of returning after visit  Weather issue 5/28/09 Slide 3
    3. Web 2.0 collaboration.
    4. 1. By an interesting, deeply emotional story. 5/28/09 Slide 5
    5. Not the general Zoo story. 5/28/09 Slide 6
    6. But a deeply connecting, unique story for Belgium. 5/28/09 Slide 7
    7. Reflecting the whole identity of the Antwerp Zoo. 5/28/09 Slide 8
    8. A positive story in a world in turmoil. 5/28/09 Slide 9
    9. Communicated in a rigidly authentic and genuine way. 5/28/09 Slide 10
    10. Not authentic and rejected: the elephant heartbeat song. 5/28/09 Slide 11
    11. 2. By taking people on an emotional, engaging journey. 5/28/09 Slide 12
    12. 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 5/28/09 Slide 13
    13. Medium Medium Medium Medium BIG IDEA Medium Medium Approach : no big idea, Medium declined in media. Medium Medium 5/28/09 Slide 14
    14. Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea But : conglomerate of ideas, using the most appropriate medium. 5/28/09 Slide 15
    15. Approach : not the traditional marketing (and media) funnel. 5/28/09 Slide 16
    16. But : respecting how people and brands meet now. 5/28/09 Slide 17
    17. 3. The launch. 3 key words: - building our own medium - eventful - activating 5/28/09 Slide 18
    18. Building our own medium: www.baby-olifant.be 5/28/09 Slide 19
    19. Follow the journey. 5/28/09 Slide 20
    20. Engage from the start. 5/28/09 Slide 21
    21. Engage from the start. 5/28/09 Slide 22
    22. Building a digital footprint from the start. 5/28/09 Slide 23
    23. 5/28/09 Slide 24
    24. 5/28/09 Slide 25
    25. 5/28/09 Slide 26
    26. 5/28/09 Slide 27
    27. Launched by : massive 600m² projections on buildings in key cities.
    28. Launched by : media partnerships.
    29. Launched by : massive PR (covering different angles of the story). 5/28/09 Slide 30
    30. One we just missed ;-) 5/28/09 Slide 31
    31. 4. Keep the interest going and engage people deeper in the story... till the birth. 5/28/09 Slide 32
    32. Building a community and informing them permanently. 5/28/09 Slide 33
    33. Building a community and informing them permanently. 5/28/09 Slide 34
    34. 5/28/09 Slide 35
    35. 5/28/09 Slide 36
    36. 5/28/09 Slide 37
    37. 5/28/09 Slide 38
    38. Building a community and informing them permanently. 5/28/09 Slide 39
    39. 5/28/09 Slide 40
    40. 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 Slide 41
    41. Equip this community to be alerted for the birth. 5/28/09 Slide 42
    42. Mobilize the community. 5/28/09 Slide 43
    43. 5/28/09 Slide 44
    44. Transform their engagement into ZOO visits. 5/28/09 Slide 45
    45. Slowly building towards the climax. 5/28/09 Slide 46
    46. Foto Mechelse plein 5/28/09 Slide 47
    47. 5. Further deepening the engagement after the birth. 5/28/09 Slide 48
    48. Further deepening engagement. 5/28/09 Slide 49
    49. Name reveal. 5/28/09 Slide 50
    50. +4.000.000 birthday cards. 5/28/09 Slide 51
    51. Baby drink. 5/28/09 Slide 52
    52. What Côte d’Or missed ;-) 5/28/09 Slide 53
    53. 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. 5/28/09 Slide 54
    54. 6. Some results. 5/28/09 Slide 55
    55. 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.
    56. High and growing number of visits and visitors.
    57. Growing number of online conversations.
    58. Growing number of blog comments.
    59. Growing and staggering number of articles throughout campaign period.
    60. A grasp from the birth articles.
    61. Continuing press attention after birth.
    62. Massive crowd first days.
    63. 8.243 name suggestions
    64. 41.387 people registered for updates
    65. 848.765 unique visitors baby-elephant.be
    66. 1,2 mio visits live birth
    67. 559.824 visitors live birth
    68. 5.017 people signing the online birth register
    69. POSITION Zoo : part of (your) life PROOF The live birth ENGAGEMENT Follow the journey till birth CHANGE De Zoo = hot Visits 5/28/09 Slide 71
    70. 5/28/09 Slide 72

    + Dominique PoncinDominique Poncin, 6 months ago

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