Buenos Aires Zoo: "ZOO MYSPACE" Direct marketing by Del Campo Nazca Saatchi & Saatchi

Category: Travel, Entertainment & Leisure
Advertiser: BUENOS AIRES ZOO
Product/Service: ZOO
Agency: DEL CAMPO/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: DEL CAMPO/NAZCA SAATCHI & SAATCHI, Buenos Aires, ARGENTINA
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Mariano Espagnol (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Mariela Simirgiotis (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Mercedes Tiagonce (Del Campo Nazca Saatchi & Saatchi)
Art Director: Ammiel Fazzari (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Matias Eusebi (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Felipe Calviño (Del Campo Nazca Saatchi & Saatchi)
Executive Account Director: Maria Eugenia Fernandez (Del Campo Nazca Saatchi & Saatchi)
Designer: Javier Laurenco
Other: Ignacio Perez Sanchez (Del Campo Nazca Saatchi & Saatchi)
Media placement: Internet - My Space - 05/10/2009

Describe the brief/objective of the direct campaign.
People that go to the zoo are mainly kids with their parents. But when kids become teenagers, they stop visiting the zoo and we needed something to make them return.

Explain why the creative execution was relevant to the product or service.
The idea was to make fun profiles of different animals of the zoo on MySpace, so that teenagers could meet with them and thus become friends again. The profiles had different contents such as videos, pictures, polls and games and were updated each day for each animal. For example: the bat sent messages to their friends just at night. At the same time the action was communicated in MySpace with banners suggesting to become friends.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Objective: make teenagers return to the zoo How could we get close to them again? Simply by becoming their friends. The solution: to get closer to teenagers and the place where they’re now: social networks.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign turned into one of the initiatives that generated the most clicks in MySpace Latin America. The animals circulated event invitations to their friends. In this way we took the world’s teenagers from the online word to the offline world. They came back to the Zoo. 135,421 teenagers became friends with the Zoo again.