BTP case : Baby Elephant - Zoo Antwerpen

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one of the Boondoggle cases presented during the Beyond The Promise-Sessions (on media)

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  • Bedankt voor deze interessante presentatie! Zou het eventueel mogelijk zijn om deze door te sturen aub? Als student marketing kan deze goed gebruiken bij m'n studies.
    (rubendenys@hotmail.com)
    Thx!
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  • thank you!!!!! :-) it was very useful!!!!!
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BTP case : Baby Elephant - Zoo Antwerpen

  1. 1. The ZOO case. How to create 200.000 extra visitors for the Antwerp Zoo in 2009.
  2. 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. 3. Web 2.0 collaboration.
  4. 4. 1. By an interesting, deeply emotional story. 5/28/09 Slide 5
  5. 5. Not the general Zoo story. 5/28/09 Slide 6
  6. 6. But a deeply connecting, unique story for Belgium. 5/28/09 Slide 7
  7. 7. Reflecting the whole identity of the Antwerp Zoo. 5/28/09 Slide 8
  8. 8. A positive story in a world in turmoil. 5/28/09 Slide 9
  9. 9. Communicated in a rigidly authentic and genuine way. 5/28/09 Slide 10
  10. 10. Not authentic and rejected: the elephant heartbeat song. 5/28/09 Slide 11
  11. 11. 2. By taking people on an emotional, engaging journey. 5/28/09 Slide 12
  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. 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. 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. 15. Approach : not the traditional marketing (and media) funnel. 5/28/09 Slide 16
  16. 16. But : respecting how people and brands meet now. 5/28/09 Slide 17
  17. 17. 3. The launch. 3 key words: - building our own medium - eventful - activating 5/28/09 Slide 18
  18. 18. Building our own medium: www.baby-olifant.be 5/28/09 Slide 19
  19. 19. Follow the journey. 5/28/09 Slide 20
  20. 20. Engage from the start. 5/28/09 Slide 21
  21. 21. Engage from the start. 5/28/09 Slide 22
  22. 22. Building a digital footprint from the start. 5/28/09 Slide 23
  23. 23. 5/28/09 Slide 24
  24. 24. 5/28/09 Slide 25
  25. 25. 5/28/09 Slide 26
  26. 26. 5/28/09 Slide 27
  27. 27. Launched by : massive 600m² projections on buildings in key cities.
  28. 28. Launched by : media partnerships.
  29. 29. Launched by : massive PR (covering different angles of the story). 5/28/09 Slide 30
  30. 30. One we just missed ;-) 5/28/09 Slide 31
  31. 31. 4. Keep the interest going and engage people deeper in the story... till the birth. 5/28/09 Slide 32
  32. 32. Building a community and informing them permanently. 5/28/09 Slide 33
  33. 33. Building a community and informing them permanently. 5/28/09 Slide 34
  34. 34. 5/28/09 Slide 35
  35. 35. 5/28/09 Slide 36
  36. 36. 5/28/09 Slide 37
  37. 37. 5/28/09 Slide 38
  38. 38. Building a community and informing them permanently. 5/28/09 Slide 39
  39. 39. 5/28/09 Slide 40
  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. 41. Equip this community to be alerted for the birth. 5/28/09 Slide 42
  42. 42. Mobilize the community. 5/28/09 Slide 43
  43. 43. 5/28/09 Slide 44
  44. 44. Transform their engagement into ZOO visits. 5/28/09 Slide 45
  45. 45. Slowly building towards the climax. 5/28/09 Slide 46
  46. 46. Foto Mechelse plein 5/28/09 Slide 47
  47. 47. 5. Further deepening the engagement after the birth. 5/28/09 Slide 48
  48. 48. Further deepening engagement. 5/28/09 Slide 49
  49. 49. Name reveal. 5/28/09 Slide 50
  50. 50. +4.000.000 birthday cards. 5/28/09 Slide 51
  51. 51. Baby drink. 5/28/09 Slide 52
  52. 52. What Côte d’Or missed ;-) 5/28/09 Slide 53
  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. 54. 6. Some results. 5/28/09 Slide 55
  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. 56. High and growing number of visits and visitors.
  57. 57. Growing number of online conversations.
  58. 58. Growing number of blog comments.
  59. 59. Growing and staggering number of articles throughout campaign period.
  60. 60. A grasp from the birth articles.
  61. 61. Continuing press attention after birth.
  62. 62. Massive crowd first days.
  63. 63. 8.243 name suggestions
  64. 64. 41.387 people registered for updates
  65. 65. 848.765 unique visitors baby-elephant.be
  66. 66. 1,2 mio visits live birth
  67. 67. 559.824 visitors live birth
  68. 68. 5.017 people signing the online birth register
  69. 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. 70. 5/28/09 Slide 72

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