A zoo has the task both to entertain people and protect animals. These different requirements were incorporated in the tonality of the campaign. In our print materials we pressed an elephant into an amusing but uncomfortable body position directly in the format of the medium. In our radio spots we let children tell well-known jokes in which it was asked, for example, how you get an elephant in a matchbox.

After barely a month, 70 percent of the campaign's costs were covered. Various advertising measures were to be employed for two years to raise the necessary funds for the 32 million franc elephant park. But enough money should roll in this year to enable the zoo to receive the building permit. Empirical market research will start this summer, but the first projections show that this goal is realistic.