42% increase in Zoo memberships and visitorship.
Chattanooga Zoo
Challenge
In recent years, the small Chattanooga Zoo had grown into a full-fledged, expansive family attraction. In fact, growth had been so rapid, many visitors were unaware of everything that had been added. Our challenge was to introduce some of the newest, most impressive animals to the market.
Strategy
We worked with the Zoo staff to identify animals with unique personalities. Then, we developed a campaign that brought their personalities to life and allowed viewers to hear their inner monologues. (And boy, do these animals have a lot on their minds.)
TV
We also created a third spot reminding viewers that, in our hyper-connected lives, there’s an incredible world just waiting to be discovered if we simply look up.
OUTDOOR
Our brand billboard received national recognition in the Out-of-home Advertising Association of America’s Obie Awards.
We introduced Golden lion tamarins with executions that included real 3-D fur.
Glow-in-the-dark ink created a dramatic transformation at night on this billboard promoting a Halloween event.
In ads for this cocktail fundraiser, libations came to life in the form of popular Zoo animals.
