IF YOU LOVE THE ZOO, THE ZOO LOVES YOU by Centrade Saatchi & Saatchi Bucharest for BUCHAREST ZOO

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IF YOU LOVE THE ZOO, THE ZOO LOVES YOU

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Industry Zoos
Media Direct marketing
Market Romania
Agency Centrade Saatchi & Saatchi Bucharest
Art Director Alexandru Micu, Romana Topescu
Copywriter Marius Tianu
Producer Monica Garbur, Elena Catanchin, Adrian Codreanu
Photographer Vitalie Brega
Released August 2009

Credits & Description

Category: Flat Mailing
Advertiser: BUCHAREST ZOO
Product/Service: ZOO
Agency: SAATCHI & SAATCHI ROMANIA
Date of First Appearance: Aug 12 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI ROMANIA, Bucharest, ROMANIA
Creative Director / Copywriter: Jorg Riommi (Saatchi & Saatchi)
Creative Director / Art Director: Daniela Nedelschi (Saatchi & Saatchi)
Art Director: Romana Topescu (Saatchi & Saatchi)
Art Director: Alexandru Micu (Saatchi & Saatchi)
Copywriter: Marius Tianu (Saatchi & Saatchi)
Photographer: Vitalie Brega (Saatchi & Saatchi)
Producer: Monica Garbur (Saatchi & Saatchi)
Producer: Elena Catanchin (Saatchi & Saatchi)
Producer: Adrian Codreanu (Saatchi & Saatchi)
Account Manager: Anca Luca (Saatchi & Saatchi)
Account Executive: Liana Petrascu (Saatchi & Saatchi)
Media placement: Direct - Flat Mailing - Selected List Of Journalists, Radio Speakers, Opinion Leaders - 01.08.2009

Describe the brief/objective of the direct campaign.
The Bucharest Zoo has been struggling with a wide spread prejudice: that the animals are not well taken care of and that the park itself is not very attractive. Nothing could be far from the truth: animals are extremely well taken care of and the place itself has undergone major changes which made Bucharest Zoo one of the main attraction when it comes to leisure outdoor activities for city people. But most people in town still didn’t know this. Our task was crystal clear: determine more people to come visit the Bucharest Zoo.

Explain why the creative execution was relevant to the product or service.
As a Direct tool to generate attention, awareness and participation, to have personalised postcards with animal kisses on it, delivered to main opinion leaders, journalists, radio speakers and so on, was an extremely powerful action to make the new image of the Zoo and the Zoo itself stand out. The message became all of a sudden original, fresh and created an intimate personal bond with the animals, through a call to action (come back, hope to see you soon etc)

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the context of a wider operation, we created postcards sealed with kisses from various animals from the zoo. This was a very special and funny way of telling people to come back and visit them. The postcards were sent first as a selected target of journalists, VIPs, opinion leaders, and then to general public. This campaign underlined that the animals are happily waiting for their visitors to come back and see them as often as they can.

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 was a huge success and, only one month after the launch of the campaign, Bucharest Zoo increased its number of visitors by 400%!