KMDA / Zoo Promo, Case study WAKING UP THE CITY by Saatchi & Saatchi Brussels, Saatchi & Saatchi Los Angeles

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WAKING UP THE CITY

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Industry Online Press, Media & Information
Media Promo & PR, Case study
Market Belgium
Agency Saatchi & Saatchi Brussels
Copywriter Arnaud Bailly, Ross Mc Currach
Agency Saatchi & Saatchi Los Angeles
Copywriter Arnaud Bailly, Ross Mc Currach
Released March 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: KMDA / ZOO
Product/Service: ZOO SUBSCRIPTIONS
Agency: SAATCHI & SAATCHI BRUSSELS
Date of First Appearance: Mar 21 2011
Entrant Company: SAATCHI & SAATCHI BRUSSELS, BELGIUM
Entry URL: http://soundcloud.com/morninghasbroken/de-tuin-ontwaakt-2
Account Director: Sandra Wille (Saatchi & Saatchi)
Account Manager: Niki Peeters (Saatchi & Saatchi)
Assistant Director/Copy: Ross Mc Currach (Saatchi & Saatchi)
Assistant Director/Copy: Arnaud Bailly (Saatchi & Saatchi)
RTV producer: Gaelle Haesaert (Saatchi & Saatchi)
Event production: (Square Melon)
Director: (Pieter & Friends)
Sound: (Sonicville)
Media placement: Ambient - Throughout The City - 21 March 2011
Media placement: Radio - Local Radiostations - 21 March 2011
Media placement: Postering - JC Decaux - 22 March 2011

Insights, Strategy & the Idea
We noticed that the people of Antwerp had forgotten about the Zoo, so we decided to bring the Zoo to them.
On the first day of spring we organised a campaign where we transmitted the sound of the animals waking up to the people of the city to wake them up.

Creative Execution
By putting hidden and visible speakers all over the city we played the sounds. We had bicycles fitted with speakers riding around the city and worked with radio stations so that they played the sounds on their airwaves. At the end of the day, we spread a viral film that showed the event, which was picked up by all the local and national news.

Results and Effectiveness
The event caused a lot of buzz on local radio and local television. As soon as the event started early in the morning, the word spread fast via social media like Twitter and Facebook achieving the goal of increasing publicity for free.