Cannes Lions
Y&R SOUTH AFRICA, Cape Town / JOHANNESBURG CITY PARKS AND ZOO / 2014
Overview
Entries
Credits
Execution
Schools and families form a large part of the Joburg Zoo’s audience. Since this activation ran in a shopping centre situated next to four schools, it was able to reach both existing and potential new zoo-goers from these schools.
Outcome
Awareness and attendance at the zoo’s new exhibit invigorated ticket sales.
Ticket sales within the first month of launch were up by 25%.
The idea generated free PR and earned media worth ZAR500,000.
Within a week of being up, approximately 1800 children knew about it and when questioned at the site said that they were interested in visiting the new exhibit.
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