The challenge
London and Whipsnade Zoos are ZSL conservation zoos, that exist to bring people closer to nature. Following a recent rebrand, the zoos needed a brand-led, year long, always on campaign approach to bring the zoos’ new brand propositions of ‘shared spaces of wonder’ to life. This would help them build brand awareness and recognition, whilst attracting visitors, old and new, from London, the South East and beyond, to share in the wonder of wildlife, all year round.
The solution
‘Feel the wonder’ invites visitors to experience the breath-taking, spine-tingling and jaw-dropping beauty of wildlife. Using imagery sourced from a variety of professional and amateur photographers who have lovingly photographed the zoo’s incredible animals over a number of years, we created a powerful, yet resourceful campaign that made the most of existing zoo photography and put the awe and wonder of nature, front and centre.
The solution
The ‘Feel the Wonder’ photography-led campaign was translated across a wide variety of channels, including a 30 second TV ad voiced by TV’s Mel Giedroyc, an OOH print and digital campaign, a set of responsive digital ad templates designed to respond to audiences, weather, events and seasonal zoo activity, ensuring the always-on campaign could quickly and efficiently adapt to marketing opportunities, without the need for multiple new campaigns.
The solution
The ‘Feel the wonder’ campaign idea was extended further through media selections by The Kite Factory and brilliantly executed by Circus with super high definition 360° footage to create an underwater walk through experience in Outernet London, where people can experience the zoo’s penguins zipping through the water all around and above them, encouraging visitors to make the short journey to Penguin Beach to discover close-up animal experiences for themselves. More on the behind the scenes story of how Circus created this unique experience within EDIT’s campaign concept here.
