BABY ELEPHANT by Boondoggle Brussels for ANTWERP ZOO

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BABY ELEPHANT

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Industry Zoos
Media Direct marketing
Market Belgium
Agency Boondoggle Brussels
Copywriter Hans Verhaegen
Client Service Director Inge Vander Velpen
Strategic Planner Jesse Wynants
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ANTWERP ZOO
Product/Service: ZOO
Agency: BOONDOGGLE
Date of First Appearance: Apr 19 2009 12:00AM
Entrant Company: BOONDOGGLE, Leuven, BELGIUM
Entry URL: http://www.bornoncloud9.be/canneslions2010/kmda/baby-elephant-direct/
Creative Directors: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creative Team: Tom Loockx/Jorrit Hermans/Peter Vijgen/Bart Gielen (Boondoggle)
Copywriter: Hans Verhaegen (Boondoggle)
Strategic Director: Peter Verbiest (Boondoggle)
Strategic Planner: Jesse Wynants (Boondoggle)
Client Service Director: Inge Vander Velpen (Boondoggle)
Account/Project Manager: Kelly Wouters (Boondoggle)
Designers: Geert Van Grunderbeek/Pieter Vandenbulcke (Boondoggle)
Multimedia Director: Bart Plessers (Boondoggle)
Multimedia Developers: Bart Geukens/Sibran Lens (Boondoggle)
It Director: Vincent Depoortere (Boondoggle)
System Administrator: Jo Aerts (Boondoggle)
Technical Developer: Steven Oeyen/Dirk Weckx (Boondoggle)
Projection Manager: Jan Vanbriel (Beam-Inc)
Streaming Managers: Jo Martens/Hans Ketelbueters/Mikis Putseys (Rambla)
Live Footage: Noel Vroninks (Securipoint)
Infrastructure Account: Johan (Adc Computing)
Media placement: Online - Website + Live Videostream - 10/04/2009
Media placement: Newspaper - GVA - 10/04/2009
Media placement: Outdoor - Projection Ultrasound - 16/12/2008
Media placement: Mobile - SMS - 15/05/2010

Describe the brief/objective of the direct campaign.
How do you get 200,000 extra visitors to the Antwerp Zoo? Knowing that the Antwerp Zoo suffers severe competition from other leisure activities, that this equals a visitor increase of 18 %, that there is no real urgency for people to go to the Zoo (the animals are always there), and that bad weather can be the final reason to cancel an even already planned zoo visit (people don’t go to the zoo when it rains)?

Explain why the creative execution was relevant to the product or service.
We built a digital platform baby-elephant.be, allowing people to follow the story on a day by day basis. They could do this by reading the baby elephant blog, by seeing regular ultrasounds, by consuming engaging user generated content , by registering to receive regular updates about the baby and the mother elephant’s condition. Gradually, KMDA (Antwerp Zoo) made them ready for the climax : the live broadcast of the birth, something that had never been done before and that would write digital history. And - ultimately - the opportunity to pay the newborn elephant a visit in the Antwerp Zoo.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
KMDA (Antwerp Zoo) focussed on a unique and highly emotional event : the birth of a young elephant. A story unique for Belgium and even very rare for Europe. A story by which we would be able to evoke the complete Zoo story (apart from being a zoo, the Antwerp Zoo is renowned for its animal research and wildlife funding projects). A story by which we could take the whole Belgium population on a unique and long journey : the pregnancy and birth of a young baby elephant. A story by which we could no doubt increase the numbers of visitors for the Antwerp Zoo.

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 results were staggering : - 8,500 name suggestions for the new baby elephant. - 41,000 registrations for updates. - 850,000 unique visitors on baby-elephant.be, massive local and international press attention. - 560,000 people watched the birth online, there were 1.2 million site visits in the birth weekend. - 5,000 people signed the online birth registe. - 22,000 blog comments in the birth weekend. And most importantly: the Antwerp Zoo welcomed 300,000 visitors (200,000 paying visitors) more than in 2008.