A GARDEN FOR ANTWERP by Saatchi & Saatchi Brussels for Zoo

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A GARDEN FOR ANTWERP

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Industry Zoos
Media Promo & PR, Case study
Market Belgium
Agency Saatchi & Saatchi Brussels
Creative Director Jan Teulingkx
Art Director Arnaud Bailly
Copywriter Ross Mccurrach
Photographer Marc Paeps
Released March 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: KMDA/ZOO
Product/Service: ZOO MEMBERSHIP
Agency: SAATCHI & SAATCHI BRUSSELS
Date of First Appearance: Mar 9 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI BRUSSELS, BELGIUM
Entry URL: http://tuinvanhetleven.be/
Creative Director: Jan Teulingkx (Saatchi & Saatchi Brussels)
Art Director: Arnaud Bailly (Saatchi & Saatchi Brussels)
Copywriter: Ross McCurrach (Saatchi & Saatchi Brussels)
Account Handling: Carolina Pizzutilo (Saatchi & Saatchi Brussels)
Planner: Dieter Riemaeker (Saatchi & Saatchi Brussels)
Photographer: Marc Paeps (Marc Paeps)
Media placement: print - "To Sell" signs - 9 March 2010
Media placement: Internet - Bannering - 9 March 2010

Results and Effectiveness

Creative Execution

Insights, Strategy & the Idea
The objective was to increase sales in full year memberships for the Zoo, especially to inhabitants of Antwerp. Many people living or moving to Antwerp have visited the Zoo once or twice in their life. However, the zoo is a great place to spend time with your family, to be outdoors. This was ideal for the target group, mainly, people living in the city with no garden. Working through real estate agents, both buyers and sellers received a membership to the Zoo. Thus giving more people a chance to visit the Zoo for a whole year. Because of the extra signs together with the 'To Sell' signs, the Zoo was more visible throughout Antwerp Region.