Zoo Safari Outdoor, Case study ZEBRA CROSSINGS by DDB Sao Paulo

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Industry Zoos
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Julio Andery, Sergio Valente
Creative Director Guilherme Jahara, Marcelo Reis, Cassiano Saldanha
Art Director Rosane Andrade, Guilherme Alves Jr
Copywriter Marjorie Yamaguti
Producer Carla Oliveira, Edson Harada
Photographer Marcos Alonso, Thiago Justo
Account Supervisor Eduardo Megale
Released April 2010

Credits & Description

Advertiser: ZOO SAFARI
Product/Service: ZOO SAFARI
Date of First Appearance: Apr 5 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Account Director: Fabricio Andrade (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Guilherme Jahara (DDB Brasil)
Creative Director: Marcelo Reis (DDB Brasil)
Creative Director: Cassiano Saldanha (DDB Brasil)
Art Director: Guilherme Alves (DDB Brasil)
Art Director: Rosane Andrade (DDB Brasil)
Copywriter: Marjore Yamaguti (DDB Brasil)
Account Supervisor: Eduardo Megale (DDB Brasil)
Media placement: Out Of Home - Zebra Crossings - 05/04/2010
Results and Effectiveness
We literally stopped the traffic and took Zoo Safari outside of its domains, highlighting its greatest asset in a totally surprising way.We impacted more than 200,000 people that go to the shopping centres daily where the action was taking place. Very high coverage. More than 6 million people per month.In three weeks the action increased the number of visitors in the park by 18% and the number of schools that called to ask about group visits exceeded all expectations.Visit Zoo Safari too. Go to www.zoologico.sp.gov.br/zoosafari
Creative Execution
By using zebra crossings, we interfered with the city’s usual landscape and created a new media space.Zebra crossings functioned as the bars in a cage, impairing the view of animals and their interaction with visitors; representing the opposite of what can be enjoyed in the park: a place where animals can run free.Having the park’s business in mind, we offered small tours at the entrance of the city’s main shopping centres, where there was great potential to reach our target.Innovation, mobilisation and relevance to the target managed to bring success to the action, which was done at zero cost, since we engaged all partners to collaborate in our attempt to preserve a piece of nature that serves educational and entertainment purposes.
Insights, Strategy & the Idea
São Paulo is the world’s fourth biggest metropolis. A busy city that has more than 17 million inhabitants.In a fragment of this huge city, there is a small spot of native untouched forest, where animals live freely. Zoo Safari is known in Latin America to be the only one of its kind, offering proximity with wild life. However, this small piece of wild life needs support to increase the low rate of visitors.Having this as a starting point, we tried to change the city’s landscape with urban interventions that had never been done before, causing surprise and admiration in São Paulo’s everyday life.An unusual solution enabled a focused strategy that was maximised by the choice of shopping centres located in regions of the city with great potential to attract visitors, due to their high concentration of people, schools and public transport.