BTP case : Baby Elephant - Zoo Antwerpen

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 5/28/09 Slide 3

Web 2.0 collaboration.

1. By an interesting, deeply emotional story. 5/28/09 Slide 5

Not the general Zoo story. 5/28/09 Slide 6

But a deeply connecting, unique story for Belgium. 5/28/09 Slide 7

Reflecting the whole identity of the Antwerp Zoo. 5/28/09 Slide 8

A positive story in a world in turmoil. 5/28/09 Slide 9

Communicated in a rigidly authentic and genuine way. 5/28/09 Slide 10

Not authentic and rejected: the elephant heartbeat song. 5/28/09 Slide 11

2. By taking people on an emotional, engaging journey. 5/28/09 Slide 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

Medium Medium Medium Medium BIG IDEA Medium Medium Approach : no big idea, Medium declined in media. Medium Medium 5/28/09 Slide 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

Approach : not the traditional marketing (and media) funnel. 5/28/09 Slide 16

But : respecting how people and brands meet now. 5/28/09 Slide 17

3. The launch. 3 key words: - building our own medium - eventful - activating 5/28/09 Slide 18

Building our own medium: www.baby-olifant.be 5/28/09 Slide 19

Follow the journey. 5/28/09 Slide 20

Engage from the start. 5/28/09 Slide 21

Engage from the start. 5/28/09 Slide 22

Building a digital footprint from the start. 5/28/09 Slide 23

5/28/09 Slide 24

5/28/09 Slide 25

5/28/09 Slide 26

5/28/09 Slide 27

Launched by : massive 600m² projections on buildings in key cities.

Launched by : media partnerships.

Launched by : massive PR (covering different angles of the story). 5/28/09 Slide 30

One we just missed ;-) 5/28/09 Slide 31

4. Keep the interest going and engage people deeper in the story... till the birth. 5/28/09 Slide 32

Building a community and informing them permanently. 5/28/09 Slide 33

5/28/09 Slide 35

5/28/09 Slide 36

5/28/09 Slide 37

5/28/09 Slide 38

5/28/09 Slide 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

Equip this community to be alerted for the birth. 5/28/09 Slide 42

Mobilize the community. 5/28/09 Slide 43

5/28/09 Slide 44

Transform their engagement into ZOO visits. 5/28/09 Slide 45

Slowly building towards the climax. 5/28/09 Slide 46

Foto Mechelse plein 5/28/09 Slide 47

5. Further deepening the engagement after the birth. 5/28/09 Slide 48

Further deepening engagement. 5/28/09 Slide 49

Name reveal. 5/28/09 Slide 50

+4.000.000 birthday cards. 5/28/09 Slide 51

Baby drink. 5/28/09 Slide 52

What Côte d’Or missed ;-) 5/28/09 Slide 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

6. Some results. 5/28/09 Slide 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.

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 5/28/09 Slide 71

5/28/09 Slide 72

http://blog.boondoggle.eu	205
http://www.gadzinowski.pl	49
http://www.brzoskowski.pl	48
http://nonabeicu.wordpress.com	45
http://gadzinowski.pl	23
http://www.beyondthepromise.be	20
http://www.slideshare.net	17
http://materka.posterous.com	12
http://materka.com.au	4
http://develop.beyondthepromise.boondoggle.boondoggle.eu	3
resource://brief-content	1
http://tambienincisiva.tumblr.com	1
https://defythewind.wordpress.com	1
http://beyondthepromise.be	1
http://static.slidesharecdn.com	1
http://localhost	1
http://tambienincisiva.com	1

BTP case : Baby Elephant - Zoo Antwerpen

by Dominique Poncin on May 28, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

17 Embeds 433

Statistics

BTP case : Baby Elephant - Zoo Antwerpen — Presentation Transcript