ANIMAL BUSINESS CARDS by Leo Burnett Kuala Lumpur for Sunway Lagoon Resort Hotel

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ANIMAL BUSINESS CARDS

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Industry Leisure Parks
Media Direct marketing
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Art Director Alvin Kor
Copywriter Nik Faraliza
Released September 2009

Awards

Caples Awards 2010
Direct Mail & Print Print collateral, non-mail Silver

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: SUNWAY LAGOON
Product/Service: WILDLIFE PARK
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Sep 28 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide)
Creative Director / Art Director: Theresa Tsang (Leo Burnett / Arc Worldwide)
Creative Director / Copywriter: Valerie Chen (Leo Burnett / Arc Worldwide)
Senior Art Director: Phianphon Sitichaidecha (Leo Burnett / Arc Worldwide)
Art Director: Alvin Kor (Leo Burnett / Arc Worldwide)
Copywriter: Nik Faraliza (Leo Burnett / Arc Worldwide)
Production Manager: Ong Chee Hin (Leo Burnett / Arc Worldwide)
Production Manager: Liew Kam Yong (Leo Burnett / Arc Worldwide)
Studio Manager: Fok Soop Chin (Leo Burnett / Arc Worldwide)
Brand Director: Lynn Wan (Leo Burnett / Arc Worldwide)
Brand Executive: Sharmini Joy Ramani (Leo Burnett / Arc Worldwide)
Media placement: Name Cards - Name Cards - 28 September 2009

Describe the brief/objective of the direct campaign.
The Sunway Wildlife Park is an interesting alternative to the conventional zoo. It is the first and only walk-about park in Malaysia offering interactive animal-themed attractions. The challenge was to highlight the uniqueness of its interactive experience - the fact that visitors can play, touch and interact with the tame, friendly zoo residents - and drive visitors to the park.

Explain why the creative execution was relevant to the product or service.
By ‘humanising’ the animals, we drove home the point that visitors were allowed to get up close and personal with them at the zoo.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a series of animal business cards to be handed out by the animals themselves (accompanied by the Sunway Wildlife Park rangers). Each card was printed with a friendly, self-promotion style message from the animal, as well as short details on the Wildlife Park. These cards, which came with a 25% discount entrance rate, were handed out to tourists and families around Sunway’s shopping mall and hotel, located nearby the Wildlife Park.

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.
On our first roll-out over a week, Sunway’s Wildlife park visits were up by 12%. The campaign is still on-going.